Last year I was at a bar by myself and ordered Fernet-Branca neat. My server wasn't looking at me and proceeded to tell me that people don't order that drink outside of a cocktail until they turned around and saw me reading Christa Wolf while smoking an overpriced cigar I bought while lost for a nontrivial amount of time in the canals at The Venetian and said, "You know what? Never mind," and gave me what I ordered.
Hoping to surpass that instance of #BrandIdentity this year.