Barbara and I were walking down Hanover Street in the North End of Boston recently when we passed Mike’s Pastry.
You know the scene… the long line out the door, the white box with the blue lettering and that signature string tied neatly around it. People walk around town carrying those little boxes of delicious Italian pastries and desserts like they just won a prize. Because in a way, well, they did. 😊
That’s branding. That’s marketing. That’s sales. That’s a reputation built over years of showing up, delivering high quality, being raved about and becoming a big part of the culture.
When you see that box, you don’t even have to open it to know what’s inside. You just know it’s something special, it’s something irresistibly good, it’s something you can’t get anywhere else.
If you’re in business — any business — your goal is to become your industry’s Mike’s Pastry. The place people talk about. The place people proudly walk out of with something that represents not just a purchase… but a feeling, an emotion, a passion, a vibe.
That’s the reward. That’s the status. That’s the lesson.
That’s the reason that quality counts no matter what you have to offer, but what people have to say about that quality counts even more.
Be like the brand people want to be seen around.
Be like the brand with the line out the door.
Be like the brand everybody talks about.
Be like the brand that means something so good, it’s unforgettable.
Be like Mike’s.
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