A destination is a multi-faceted composite of products, services, and experiences unified in such a way that they create a unique, memorable experience. Why do we think of reggae and cannabis when we think of Jamaica? Or Champagne from the south of France? Why would a consumer product goods company brand itself with such complexity? Because a strong brand insulates itself from the threat of competition by reducing substitutability, and in a marketplace saturated with many [similar] destinations–and brands or products that represent those destinations–differentiation becomes a viable strategy.