Austin, Texas brands itself as the “live music capital of the world.” It’s a bold claim, but they own it and do their best to live up to the title.

One small way that Austin makes good on its boast is by having live music in the Austin-Bergstrom Airport. There is a permanent stage where solo artists can perform for travelers, adding to both their brand and the passengers’ pleasure. If you arrive at the “live music capital”, it’s only fitting that you should be greeted by live music upon landing.

What claim does your organization make that could be strengthened with some intentionality? If you profess to be out of the ordinary, take steps to deliver on that promise as Austin does and help others see your brand as you do.

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