By Rick Hendrie, President & Chief Experience Officer of Remarkable Branding

“People are aspirational. Living well is everybody’s goal at the moment.” Malcolm Knapp, restaurant industry trend tracker as quoted in the Wall Street Journal article ‘Investors Crave Upscale Steak Chains’, by Richard Gibson - 3/6/06

In recent articles, I’ve considered the prime importance of ‘Branded Moments of Truth’. These points of interaction between your guest and your experience are the essential determiners of success, more so than price or physical appearances. If, as Malcolm Knapp suggests, ‘living well’ is everyone’s goal, then creation of that feeling and achievement of that ‘aspiration’ happens only through successful & powerful management of your ‘Branded Moments of Truth’.