Hollow inside

What’s inside the Leaning Tower of Pisa?

Nothing. It’s a hollow tube.

One of the most iconic buildings in the world is empty.

But that’s okay, because the building doesn’t make any promises about what’s inside. There’s no expectation, no offer of engagement. It merely is.

Chocolate Easter rabbits are a different story. You can’t help but feel ripped off when you discover that they’re hollow.

When we bring a brand to the world, it’s rare indeed that people are okay with it having nothing inside. The wrapper matters, but so does the experience within.