We’re going to Cora’s to study how the restaurant is branded. For our purposes, we’ll think about a brand as the total experience a customer has with a business, product or service. Some of you may have been to Cora’s, but most of you will likely have to rely on what you find online. This will be a very valuable exercise for your own business.

To start, visit Cora’s home page. Without overanalyzing, what’s your first impression? Jot it down, or just think about it.

Next, find out about Cora’s Delightful Tale. See if the history of the business and the way it’s presented fits with your first impression. Have a look at the story of some of the menu items.

Once you’ve gotten a general sense of the business, play around on the site. Think about how easy it is to navigate, and take note if you have any trouble finding your way around. Really think about your gut reactions or emotional responses. Does it make you want to eat there? If you’ve been there before, does the website fit with your experience of the place?

Based on what you learn on the site, try to imagine what it would be like to visit. Write a short description of the restaurant. Pretend you’re submitting it to a restaurant or tourism guide, or for a good writing challenge, see how concise you can be in 140 characters.

I’ve eaten at Cora’s (I think the staff are starting to recognize me and the spousal equivalent), so next time I’ll tell you what I’ve experienced and we can compare notes.

What do you think about case studies? Good? Bad? Ugly? Too much like work? A good way to learn without a textbook?