I have been preaching for years to recognize the difference between a “brand” and a “commodity.” I see both at every trade show. Walk down any aisle and look at the signage, photography, product display and the professional demeanor of the sales team. Brands promote a certain image in every detail. Commodities are there to “just sell dresses, shoes, shirts, pants, or other ‘kinda-like-them toos’”. The brands are busy writing orders. At the ENK Children’s Club for Spring 2012, brands once again were the show stoppers, including Sweet Potatoes, Trish Scully and Real Kids Shades (RKS).
