I get the opportunity to speak to a lot of retail groups, and one of the ways I like to open most of my sessions is by asking the audience, "What is it that your business does better than any of your competitors?" You should be able to answer this question pretty easily. If you have to think about it, then you haven't clearly defined your brand. For those who were able to come up with something right away, I bet I can guess your answer: "Customer service."
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