You can live your life by one of two philosophes. You can choose to be the exception to any rule or you can choose to be the rule. There are always exceptions: JFK was the first-and last-Catholic in the White House and Chrissie Evert had a winning unorthodox backhand. But both of these are the exception not the rule. 

The rule about the Internet is that you have to offer substance. There is so much information available at the touch of finger that flashy technology is not enough to win friends or customers. You have to have substance.

Except for the exceptions.

A recent trip to Puerto Vallarta Mexico yielded two lessons in protecting a brand and protecting your value. Although the little locally owned store may seem miles away from the international golden arches, each had a story to tell about value.