CHAPTER 6
CREATING MEMORABLE MOMENTS
No matter what business you are in, it is your responsibility to separate yourself from your competitors. It’s really as simple as that. Think about Macy’s and Gimbel’s, Coke and Pepsi, or Visa and Master-Card. In reality, there aren’t monumental differences between each of these pairs of companies. Pepsi? It’s just sugar, water, and cola flavor. Coke? Same thing: it’s sugar, water, and cola flavor. Because many competitors are so close in reality, they need to engineer the perception of difference and either find or create a mechanism to put some distance between them and other competitive brands. They need an edge, something that separates them from the rest of the pack.
MEMORABLE MOMENTS
Individuals in ...
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