Point of view: The cult of branding
Faris YakobGenius Steals
Just recently we were walking down the street in La Paz, Bolivia and saw one of the frequent parades coming our way, so we ducked into a coffee shop to watch. As I stared out of the window at the phalanxes of military marching by, my wife Rosie drew my attention to the back of the menu, and I was, for a second, speechless. Here is what it said (in English and Spanish):
Mission: Provide exceptional service, with high-quality products and the best team of associates.
Vision:We...