MARKETER: So, just “Ice” along the top, then?
STORE OWNER: Yep.
MARKETER: Are you sure? There’s a lot of space up there.
STORE OWNER: “Ice” will be fine, thanks.
MARKETER: I don’t know…it’s really an opportunity to make a brand impression about your ice.
STORE OWNER: A…what?
MARKETER: You know, really differentiate your ice from the competition’s. Say something bold! Tell a story about your frozen water.
STORE OWNER: Whatever. Just make it look good, okay?