Susan Lauria

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at

Have you ever thought about where and how your brand story begins and ends? What emotional feelings are being conveyed as your customers enter and exit your brand experience? These beginnings and endings are important impression makers. It pays to take some "stop and think" time to evaluate how graciously and memorably you are saying hello and goodbye to your customers.

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