INTRODUCTION

Cultivate the Apostles to Become a Beloved, Iconic Brand

Human beings are curious. They love to explore. And they love to shop.

Many consumers—up to 25 million Americans—go to malls on any given Saturday or Sunday. Sometimes they arrive with a list of priority items that they’re ready to purchase. Sometimes they just wander and browse. Sometimes they are looking to touch items that they will later buy online.

If you have a brand, this is your chance to stand out from the crowd. Retailers tell us that the strong brands sell without promotion. Consumers come into the store and ask for signature products. They say no to substitutions. Weak brands sit on shelves, waiting to be scooped up at a steep markdown by bargain hunters.

Great ...

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