Don't Just Showcase Your Products, Create an Experience

When creating a local business, you can choose a couple of different paths. You can go the safe route and use inexpensive but practical displays to show off items. Or you can create an all-encompassing experience. That’s the dilemma that faced Johnny Earle, CEO of Johnny Cupcakes. The company sells designer clothing, not baked goods. So when Earle relocated his store to an upscale part of Boston in 2005, he chose to create an experience around his brand’s unusual name. And that decision, according to Earle, has made all the difference.