Busking in a subway station on a Stradivarius

LINK: JOSHUA BELL plays in a DC Subway station incognito WASHINGTON POST

A world-famous violinist who usually performs to full-houses for $100 per seat, busks incognito on a 1710 Stradivarius, manages to earn only $32 for his 45 minutes of effort.

However premium the offering may be, if the environment does not support it, the perceived value is severely diminished. The stage sets up the audience to appreciate and value the performance. Here, both Joshua Bell and the Stradivarius didn't get the eyeballs, recognition nor value for the brilliant music being performed.

In the context of a brand, if the brand is represented only by the product packaging, the fight for shopper attention is never won. Strong branded environments envelop the product, providing eyeballs, recognition, value and purchase. We all work hard for the brands we champion, but are we really giving them a fair chance in the marketplace when we don't support them adequately with good branded environments?