Brand Theater...

It’s part of your design, but do you have the right ticket?

There is an opportunity largely overlooked in the design of an optical. It's called the "brand theater." Every day I work with doctors' practices and I help put together their "brand theater" with merchandising components such as signage and graphics. More often than not, when I visit a practice I see these merchandising components still sitting in the shipping box; not on the "stage" for which they're made. 

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