On this stretch of the road, we’ve got the Jeep pointed Northwest on U.S. Route 90 outside of Marfa, TX. And sitting there in the middle of this great wide open is the last thing you’d expect—a Prada storefront.

Actually it’s more a work of art. A statement.

If we were driving through Beverly Hills or walking down Manhattan’s Fifth Avenue, the store itself wouldn’t stand out.

But out here, you don’t have to be looking for it. In fact, you could probably ask any of the locals within several miles and they would know exactly where it is.

Unexpected uniqueness and excellence. People talk about it. People search it out. And when you find it, it’s something you won’t forget.

Maybe there’s a lesson for marketers there.

Photo By LifeHarmonizes (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons