Consumer level: We expect them to finsish a bag of our popcorn and say "Wow, I didn't know bagged popcorn could be this good!"

Trade level: We expect them to assume we are a much bigger company than we actually are due to our consistency and service.  (Our record is one customer who asked how many people we have, we asked back "How many do you think?" to which he responded, "about 100."  We had 3 at the time.)

