Derrick Daye, managing partner, The Blake Project, and John Simonson, Webstream Dynamics and Five-Star Store Reviews, talks about steps retailers can take to manage their brand in their local market, accessing how consumers feel about the retailer and if there is an emotional connection. Also discussed is looking at the experience one might have in the store and how customers engage with the brand. Also suggested are questions retailers should ask such as: what would be missed if my brand did not exist; if I could make customers feel one thing, what would it be; what are the brand’s enemies, things that compete with its purpose; what is the minimum a customer needs to recognize the brand; and does the retailer have evidence for the claims he has made?