An excellent thought by my friends at Keyah Grande.
Essentially, they put forth that you have a very tiny window to get your guests' attention. So, you better make it count with a very clear and concise product and brand. Any communications with your patron should be equally brief and to the point.
To get more of a flavor, read on....these two are very creative in stimulating the mind as well as the tastebuds.
Link: IDEAS IN FOOD: Three Chords, Five Senses, Five Tastes; One Dish.