The intangibles are easier to brand because they are more about hopes and dreams. We are an established retailer with a tired brand. I think that we have had more retailers on the gurney in the retail ambulance than anyone. We've have defibrillated the likes of Baskin-Robbins, RadioShack, Home Life for Sears, Florsheim Shoes, and many more. Basically life after death is possible.
Science is as important as magic.
Yes we do. I've long believed that retail doesn't understand this concept. I hope that new retailers do. A true brand is owned by the customer and managed by the retailer. In order to get attention you have to be famous for something and a brand is no different.