'It Just Stands Alone There'
When travelled to the mountain in Tokyo, Japan, saw a coffee truck parked there. Walked closely and saw there are a few seats in the truck and allow customers to enjoy it inside even it's really small. In the business thinking, don't think it targets to earn much as Starbucks but think it always offer the wonderful coffee to tourists (the temperature is very low there). It owns its style and crafts the details including menus and displays. Very impressive because of the 'attitude' when running a brand and see itself as a brand. Not just about how much it earn but most importantly is what it want to display to audience (or customers).