Small is Tall: Marketing in a Nutshell
Yeah yeah--small, tall, whatever. Just give me the caffeine.
We all know that clever little "disruptor": Some sneaky marketing genius at Starbucks decided that their small coffee would be known as a "tall"--a shift in diction that happens to earn about twice as much for the comparably sized "small" cup of coffee at McDonalds.
Words matter. What's the difference between a hotel and a motel? Sometimes--maybe often--just a letter and about $50 a night. And there you have it: Marketing in a nutshell.