Branding Feature: Branding Beyond the Products You Sell

Looking at this another way, when once it was considered fashionable to say, "I bought this at Saks or Nordstrom, or that exclusive boutique," it's now more common, and no less fashionable to hear a consumer say, "I found this on Wayfair.com or Amazon.com for next to nothing!" Even the vaunted 1 percent takes a measure of pride in scoring the best deals.