Businesses, big or small, are always subject to the logic and feelings of their audience and are exposed to their comparison, review, and choice. The winner is the one who, in this very short opportunity for competition and amidst a plethora of visual and non-visual messages, secures the most share of the audience’s mind, and everyone introduces him as the hero of their story to each other. Stand out and become distinctive. Having a larger share is always attractive! But it’s also difficult. This means that one should always adapt and change in response to what happens outside and inside the brand; moving from the current situation to a more desirable one, that “winning position”