Brand is a style promise, a quality promise, it keeps us separate from the largest competitors. I don't know if we truly have competitors, but customers do have other choices. Making a clear picture of who we are and what we are selling, brands who we are in the customers mind. I'm not sure I can put my vision of the HiHo brand into words.... I know it's a mix of old and new, it's a feeling of comfort, it's affordable price points, it should inspire, evoke nostalgia and most often be utilitarian. My goal has always been to offer merchandise that gives our customers lots of options to express their own personal style in their home. I have all sorts of criteria for buying, some for auction, some for new goods, but mostly does it look like it belongs at HiHo? As the New York Show approaches and I prepare for my annual buying trip, I would love to hear what you think of when you think of HiHo, let me know.