Branding & Marketing - Business Week article

I read this article in Business Week called Branding, a job well done not very interesting, except the part about the Ritz-Carlton hotel. I like their approach on marketing, especially when they say : "Smile. We are on stage."
Make a lot of sense to me... BTW reminds me of a quote by Mc Donald's former CEO : "you think we are in the food business ? you're wrong gentlemen, we are in Show Business."