It’s 9pm on Sunday night and a line of eager customers with cash in hand snakes down Victoria Street and around the corner. Not one customer who joins is surprised by the line and nobody gives up and leaves it. The effort it seems is clearly worth the reward.

Gelato Messina is a Sydney institution. How they make, serve and sell their product is their marketing. No full-page adverts required.

Marketing is not a department, it’s the story of how you create difference for your customers.

Image by Nicholas Tang.