Consider the difference between a box of Godiva chocolates and a Mars bar. Both are chocolate, right?
If you invite me to dinner at your home and I show up with a box of Godiva chocolates, you are likely to be very happy you invited me. If I show up with a Mars bar; you might not invite me back. What’s the difference?
Remember, they are both chocolate. Right? Actually no. A Mars bar is an ‘everyday’ treat, while a box of Godiva chocolates is a selection of ‘premium’ handmade chocolates. A Mars bar tells the recipient I’m cheap. The box of Godiva tells the recipient I’m very happy to be there, and that they are worth ‘the best’ I can give. So how do Godiva communicate all this?
If you invite me to dinner at your home and I show up with a box of Godiva chocolates, you are likely to be very happy you invited me. If I show up with a Mars bar; you might not invite me back. What’s the difference?
Remember, they are both chocolate. Right? Actually no. A Mars bar is an ‘everyday’ treat, while a box of Godiva chocolates is a selection of ‘premium’ handmade chocolates. A Mars bar tells the recipient I’m cheap. The box of Godiva tells the recipient I’m very happy to be there, and that they are worth ‘the best’ I can give. So how do Godiva communicate all this?
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