Get branding right and any company can deliver stand-out experiences - experiences that make you sit up and take notice, share with all your friends and keep you going back. After all, we know that brands are not created in the minds of their owners but in the minds of the customers - minds shaped by the experiences they have. This will be a book in two distinct, but fully interrelated parts. The two parts can be read in isolation, (in either order), or together chapter by chapter. Part One is a conceptual visualization of how to create a clear brand identity, supplemented by illustrative case studies from organizations large and small, both high profile and relatively unknown. Part Two will be an in-depth case study of Pret-a-manger. It will follow the story of Pret, from conception to today"s international success story. It will walk readers through the story from when the founders developed and financed their idea, stayed true to their dream, and delivered their trademark stand-out experience. Their unique branding proposition is that of "Passionate about Food", and it was born through their processes, products, people and sites. The narrative will come from the authors, with contributions from the founders, staff, suppliers and other key stakeholders. Both sections of the book will draw upon independent research and expert insight to back-up the fact that the theories presented, if applied with passion and tenacity, are proven to add value to any organization and improve performance.