This foundation program is a prerequisite to understanding ELEV8R brand technology.

CAMBRIDGE, MA – OCTOBER 16: Julia Child at her home in Cambridge, Mass., October 16, 1975. (Photo by Ulrike Welsch/The Boston Globe via Getty Images)

SERVICE-CUISINE was invented to provide easy access to understanding brand concepts. Represented by the Waiter and the Chef, Service and Cuisine are the classic “front-of-house” and “back-of-house” concepts, simplified and brought to a new age of thinkers.

These concepts are represented by two larger-than-life characters.

Imagine a stereotypical, even exaggerated waiter.
He is smiling, he is cheerful, he is encouraging.
He is personable, larger than life, imaginative.

SERVICE is a larger than life WAITER

With all his exaggerated, patient mannerisms, he sells us on himself, and his reward is a feeling of special, local authority through which he peddles connection. The truth is, however, he has little control over what the kitchen produces. What you see on the menu is what you get. The waiter brings things out from the kitchen, and returns used things yet has no opportunity to change contents.


In contrast, imagine a stereotypical, even exaggerated chef who holds total control on what comes out of the kitchen. Chef’s typically are not concerned with connection. They OWN local authority. No, the chef’s needs are different from the waiter’s. The chef requires consumption of her production, so needs consumers. She also needs someone to take away finished menu items as well as to deliver or resource recipe ingredients.

CUISINE is represented by a CHEF*:

Julia Child Wikipedia

*In the case of CHEF we have an actual iconic representation by the already publicly admitted Julia Child. Note her commanding presence, she is the opposite of the obsequious waiter!

This is how brands are composed and comprised. In fact, look at any good business and you will find these concepts woven throughout organization. Note throughout we will be binding together two almost opposing energies, this is what produces brand energy and growth and why we term this a ‘brand binary’.


Note you could continue this table indefinitely with contrasting, essential elements of both the Waiter and the Chef. You could certainly list a page’s worth.

Considerations of GROWTH:

  1. Maintaining consistent direction
  2. ‘Filling in’ with local consistent with the overall concepts
  3. Fueling growth, money flow, including price, deposit ratio, spread and marketing costs.

Each of these items must be addressed and taken care of, or growth will eventually be halted.

This is how branding may be brought to bear fruit with best effect during periods of reorganization and growth, for it is during these times that introduction of new processes, materials, collateral or otherwise because they must naturally be brought forward then, anyway, what better way than to do so intentionally with deliberation?

Considerations of SERVICE-CUISINE point us to two distinct, intrinsic process aspects at play at all times in the production and delivery of goods and or services. And, these two intrinsic processes also have quite distinct personas, skills, areas of focus and knowledge. In fact, many times in franchise situations these areas are separated so distinctly that kitchens are literally located offsite. [Tim Hortons]

You can not have SERVICE without CUISINE, for without CUISINE there would be nothing to SERVE. Similarly, without SERVICE, CUISINE would end up with a kitchen full of food and no way to pay for or serve things.

Marcus Engman Design will kill marketing, says Ikea’s former design chief

Once you realize the intrinsic logic to straightforward binary aspect of process, your capacity will be unlocked in terms of all manner of business processes and topics. It is a fact that much of your frustration and impatience may dissolve when you understand with clarity this distinction, and its inevitable outcome.

The following four statements all relate an item from the perspective of SERVICE to CUISINE’s:

  • It is in this way that DESIGN may not be separated from MARKETING [think IKEA]
  • How MARKETING may not be separate from PRODUCT DESIGN [think BMW]
  • Way PRODUCT DESIGN isn’t separable from MANUFACTURING [think LVMH]
  • BRAND (a piece of B-S EQUITY) is not deliverable without BRANDING [an activity]


Increasing the potential on your balance sheet may be done directly through BRANDING.

There are many reasons and applications of this including further improving the BRAND VALUE through increasing BRAND EQUITY and leveraging assets.

Correctly assumed, the activity of branding may be considered the direct and central idea of every brand, therefore it is also possible that it is everyone’s job, all the time.

This is to say, it is everyone’s job, all the time, to execute on the missions, values, vision and purpose of the brand to the best of his, her or their abilities. The success of this depends on the depth of integrity which may be brought forward; as since we are talking about everyone’s job, it had better be a very clear and precise thing we are setting out to do!

This last point, being precision on purpose, is where ELEV8R brand technology comes into play, so where we realized we needed a soft onboarding process getting people, companies, brands existence into play in a way that instructs as it engages as it develops new concepts and opportunities. SERVICE CUISINE PILOT was conceived as an onboarding process for brands.

Brands evolve, which is why we talk more about ascension more than brand growth.

Branding, more than anything else could be considered an iterative process. So you had better know what you are iterating! You could ascend, but you could also descend! This is why branding is a precision science. We will reduce risk. Now, more than ever, it is a science, since Architectonics and GENR8 matrix technology, now published, beginning with The Matriarchy of Brands (Feb 2019).

In this process, brands gradually move more and more into their own, shedding disguises and rasping off rough edges that do not belong. In this way forward momentum is developed on a circuitous route that loops back, again and again over conversational territory, coming ever-closer to the ‘truth’.

Truth, when it comes to brands is a matter of congruency both in narrative filaments and facts. In this sense truth is both relative and attainable by facing objects serendipitously.

Filament definition is – a single thread or a thin flexible threadlike object, process, or appendage

Serendipity definition is – the faculty or phenomenon of finding valuable or agreeable things not sought for; also : an instance of this.

How do we deal with exceptions?


What story is your brand really telling?


What is brand ascension and why may it be (EVEN) more important than brand growth?


Why brands financially outperform unbranded organizations by 30% (according to S&P)


Find answers to all the missing elements of your brand, today.

Published by

Bryce Winter

Bryce Winter is the Publisher of School For Life, GENR8 Technologies and as well as the PEAK diagnostic system. Winter is resident Architect at ARCHITECTONICS.CA and is the Author and Producer of MarkBrandGroupShares, the PEAK authoring and indexing system as well as Signs and Symbols of Success, a treatise on the archetypes of brand architecture today with a focus on color.

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