What’s in store is renamevention? Think about it. As a word, furniture, is harsh, unromantic and not dreamy. And the dreadful linear connection with store, as in furniture store, is, well, certainly not sublime, either.
Instead, think design, style, studio, interiors, all powerful concept words that mentally prompt, position, connect and transport us to ways of attaining dreams and the desireable possibility of comfortable living.
A new car dealer isn’t known as Cutler Car Dealer. Yuck-sounding, for sure.
Then why is a dream merchant blessed with fabulous interior options dragging himself down as a furniture store? Tradition? Reflex? Reflux?
Back to automobiles. A Honda automobile store is more welcoming as Cutler Honda, a name trading on the equity of Honda and its marketing communiations.
The same goes for furniture and home furnishings. Cutler Design Studio and Interiors conveys a little more romance and possibility than Cutler Furniture, doesn’t it?
The business of furniture and home furnishings merchandising is mercantile dream weaving, not selling.
Helping people achieve their dreams produces more than just selling furniture in a furniture store.
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