It is equally important they know what you do not stand for. I am attending a retail conference in Edinburgh, Scotland. One of the other speakers has just come out with this quote which I remember from a few years ago. It is a very relevant quote for today’s consumer. I have just been on a tour of retail stores in this region and none of the stores we visited were showing their consumers at the entrance what they stood for. If a stranger visited your store would they know what you stood for and what you did not stand for?