The Brand Benefits of Places Like the Guinness Storehouse

Harvard Business Review

These emotional drivers inform the underlying narrative thread; the media and technologies that bring the story to life; the interior schematics; and the overall physical space. In his book In Search of the Obvious , Jack Trout argued that brands should strive to own one concept in the consumer’s mind; otherwise, “the more things you try to make [a brand] stand for, the more the mind loses focus on what it is.”

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