Companies that have a strong retail presence require a powerful, memorable, and positive brand. It must be different from the competition and visible in the urban space. These are six things we have learned.

1. How Was It for You?
Even with the most visible, most advertised brands, it’s about a positive experience. Big media purchases may bring a spike in sales, but does that equate to positive reputation? Brand engagement with company employees has shown more long-term value. Having your own mini-army of proud, confident and helpful employees means connecting with customers at the most vital touchpoint: human contact. While price is one major element in customers' decisions, most of us would rather go where we feel we are treated better, even if it costs a little more. For this to happen, employees must understand the brand and feel like part of its culture. Take for instance Apple. With rare exception, they'll do almost everything to earn your satisfaction. Even if that means bending rules. It is an accepted axiom that the most effective advertising is positive word-of-mouth. With the advent of social media, this is even more the case.