Page 97 - BWA FEB 2013
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February 2013
| Business World Magazine | 97
he could understand his own process of rea-
soning, he thought he might acquire insight
as to how other people made such choices.
“Brands are very simple, but very com-
plicated too,” says Poulton. “The key is, or the
value of a brand, is predicated on a promise
that is consistently kept... guests know what
they’re going to get and they know they’re
going to get it every time.... choices are made
through their want to have expectations ful-
filled, every time, every visit.”
He also determined that brands were’
about a product. He says there is a reason
why people’s brains automatically make as-
sociations when hearing such names as Mc-
Donalds, Nike or Xerox. The power of those
names to respectively provoke thoughts of
hamburgers, running shoes and copy ma-
chines is a reflection of focused delivery and
specialization in producing a singular line of
products that are clearly known and recog-
nized by the consuming public.
With all of that in mind, Poulton set
out to create an environment and array of ep-
icurean enticement, that he says isn’t about
trying to be everything to everyone, but be-
ing exceedingly good at one thing, which in
this case, is all about satiating appetites for
