and scents that are inviting-makes them want to spend more time in the store. Certainly price counts, but so do friendly faces, helpful associates, and security measures, inviting consumers to turn off the depressing news on the television and spend time in retailers stores. Retailers might not be able to change dramatically the number of shopping bags leaving the store during periods of depressed consumer mood, but they can create places people want to be. Ultimately, con- sumer mood changes, and the stores that invest in an emotional rela- tionship with their customers, even when customers arent buying, are c r e at i ng cu lt u r a l ly r el e va n t br a nd s | 4 9     poised to reap the rewards when mood and financial circumstances turn upward. Like the success of the tours of legendary bands, todays emotional connection often turns into tomorrows financial transac- tion. Look at the popularity and success of Paul McCartneys 2002 tour in Table 2.1, built primarily on the emotional connection he has with fans from his time with the Beatles and Wings. Just because his fans may not continuously buy all his music, they are willing to invest time with him when he tours.     People as Brands   In addition to retailers being brands, so too are people. In fact, one type of brand that is extremely relevant and just as connected to cus- tomers as the traditional kinds of brands (products, retailers, and organizations) is the brand of professionals-physicians, attorneys, insurance agents, architects, or even funeral directors. These brands are as important to consumers at critical moments of their lives as many of their personal relationships, yet few professionals receive training during their academic studies or from their professional societies on how to build a brand that delights their clients. And most professionals appear to give little thought to how to create a brand that turns clients into fans who refer friends to their favorite doctors or professional practices. One professional person who works hard at correcting this omission is Gary Kinman, an award-winning landscape architect and founder of Kinman & Associates. Kinmans client approach is marketing-driven, which makes him a unique brand among the others in his field, most of whom see themselves as sellers and installers of horticultural products. Rather, Kinman defines his brand promise as shaping the earth to enhance the life of his clients. "The first thing I do is understand the psychology of the