How are some companies able to generate consistently higher margins than their competitors?  Take an organization like Tiffany & Co. jewelers.  The silver, gold, platinum and diamonds are the same as the next jeweler's… right? 

Tiffany & Co. has a "story" that eclipses the product inside.  This story which is based on tradition, quality, workmanship and a superior customer experience is responsible for a premium margin, the highest industry averages of return customer purchases and salespeople that earn more than their peers.  Many other factors contribute to Tiffany & Co.'s success… but the Tiffany & Co. story, represented by that little pale blue box is iconic.  It "is" the brand.