Tell your brand’s story without saying a word

By Janet Odgis

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In his business memoir “Onward: How Starbucks Fought for Its Life Without Losing Its Soul,” Starbucks CEO Howard Schultz describes the role of merchants in unlocking a product’s “magic.” As he writes: “We take something ordinary and infuse it with emotion and meaning and then we tell its story over and over and over again,…

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