7. Going Local, Even When You Are Big

The renewed interest in all things local presents a challenge to national brands and big businesses. A major shift in consumer thinking has customers paying attention to the potential local economic impact of their purchases.

As brands and businesses start to come to grips with this change, small town businesses already have. Small towns define the essence of local. While the common image of small towns is that they are part of the past, small towns did not disappear after the 1950s. They are the model of the characteristics that make a community, even an urban community, a desirable place to live.

Brands and businesses can begin by connecting with a local culture and place, and then build engagement with ...

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