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Angela Ahrendts, chief executive, said that future growth would come from "one consistent brand expression leveraged across all categories".
Great brand expression goes beyond the basic five senses.
The Warby Parker brand expression is very specific and a tad eccentric, positioned somewhere between mid-20th century American literature (think Updike, Ginsberg and Plimpton); the soignee disaffection of a Whit Stillman film; and the playfulness of a band like Vampire Weekend.
With the space created by stock room efficiencies and mobile cash-out functions, the store can focus further on how to merge technology and product display to deliver the ultimate brand expression and become a secure and comfortable place to meet and interact with others -- the literal expression of social commerce.
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"It's about building a community," said Veronica Fielding, president of Digital Brand Expressions, which provides search marketing and social media marketing to companies.
Still, ABC may have to offer the complete works of Will and Ariel Durant as premiums to football fans unaccustomed to his brand of expression.
The "it" in question, in case you're wondering, is the honorary title of "Bayern hunter": a brand new expression, the invention of which by German football officials has become necessary now that the more traditional honorary title of "Herbstmeister" (half-season champion) is being automatically added to Bayern Munich's letterhead each December.
He finds solace in this particular brand of expression, and is visibly intoxicated in the textbook machismo that the 'sport' demands.
The artist, who graduated with a MFA in medical illustration, has worked in the studio for years developing her particular brand of expression.
On Lolabelle's face, Anderson says, was a "brand-new expression": for the first time, the dog began to worry about the sky.
"Yummy" is "Yum-o" (a branding "trademark" expression; among Ray's kitchen products is a "Yum-o" T-shirt), "delicious" has become "de-lish," and her ingredients are often personified, addressed in some form of the third-person butch: a red pepper is a "buddy," meatballs are "guys," a sandwich is "Sammy".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com