Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

At the center of everything your business does is its brand. It's the core of your existence. A well-defined brand is critical to attracting and retaining customers in today's ultra-competitive retail environment. On the flip side, an aging or stale brand that lacks direction, innovation and creativity will turn customers away.

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