Grab the item you want and pay for it. That's how retail stores work nowadays. Just like a machine, without emotion, without human warmth. Customers today do not want to communicate with a brand. They could care less about the brand's story, culture, and point of view. If retailers continue to depend on the brand, and its logo, that brand will lose its meaning, the words hollow, emptied of content. Eventually, the customer will lose the incentive to purchase items of this brand, and their passion will inevitably fizzle out.
So how can a retailer communicate the brand's story or cultural point of view in a way that retains the spirit behind the item? How can the brand enliven the customer to buy that brand with more fervor?