2. Table Of ContentTable Of ContentTable Of ContentTable Of Content
Chapter 1. An Introduction
Chapter 2. Setting Sail
Chapter 3. The Differentials
Chapter 4. Mind The Gap
Chapter 5. Signs Of Trouble
Chapter 6. The “New Look”
Chapter 7. Your Future

3. Chapter 1.Chapter 1.Chapter 1.Chapter 1. An Introduction

5. Chapter 2.Chapter 2.Chapter 2.Chapter 2. Setting Sail
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50
60
70
80
90
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Coffee Shop
Restaurants
The Mugg

7. Chapter 3.Chapter 3.Chapter 3.Chapter 3. The Differentials
1. ALMOST Free Coffee (Never Say FREE Anything)
2. BLOW Them Away (Everybody Understands Value)
3. CONSISTENCY Is Key (Not Exceeding Expectations)
4. Constant RENEWAL (Through Innovation)
5. ALIGNING Ourselves (They Had The Money)
6. BRING ‘EM BACK (Nothing costs more than an empty chair.)

8. Chapter 4.Chapter 4.Chapter 4.Chapter 4. Mind The Gap

9. ChapterChapterChapterChapter 5.5.5.5. Signs Of Trouble
The Early
Days
First Signs
Of Trouble
THE DIPTHE DIPTHE DIPTHE DIP
The We Can Do
Anything Stage
The DecisionThe DecisionThe DecisionThe Decision
The Hard
Graft
The Reward
“If I had asked the public what they
wanted, they would have told me…
Faster horses!” Henry FordHenry FordHenry FordHenry Ford

10. ChapterChapterChapterChapter 6.6.6.6. The New Look

11. ChapterChapterChapterChapter 7.7.7.7. Their Future

12. Chapter 7. Your Future
The way we market
The way they complain
The way we communicate

14. Contact Details
• Cell:
0824497367
• Mail:
mike@brandstrategy.co.za
• Web:
www.brandstrategy.co.za
• Blog:
www.brandstrategy.co.za
• Facebook:
http://www.facebook.com/home.php#!/group.php?gid=140997689254505
• Twitter
mike_said_what
• LinkedIn
Mike Said