What’s in a name? Specifically, business / store names? Naming a business is so integral in its DNA. It set’s its retail identity and conveys the image it wants to project. I firmly believe that everything in a store (from its exterior to interior displays) must remain consistent to its message– one that informs customers of product selection, expected price points and target market. I am simply not sure what this particular store wishes to convey apart from customer service? Besides store name, its logo- or rather the colours they choose, the size and the font style should all support their DNA. Let’s see…colour is black with metallic silver often used for higher price point products; font is times new roman often for no-nonsense functional products with popular price points. Hmmmm. Sorry, I still don’t get it. Is it just me?