I hear you but the only problem with that point of

I hear you but the only problem with that point of view is that Origin is speaking in past or present tenses....as if everything has already been completed or is happening now....they also mention Utopya retail locations.

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We took the above brand idea and stretched it across their brand story through advertising, and their innovation plan (as they have entered many new technology categories). They have also used their brand idea to guide how they manage the purchase moment (to make sure their retail outlets are easy for consumers), and how they create happy experiences for consumers.

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and.....

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Utopya uses simplicity to manage the purchase moment through its retail stores, making sure the experience is simple and straightforward. All staff carry a credit card machine and complete the transaction very quickly. No lines or cash registers. Simplicity shines through the store layout, with the genius bar for one-on-one tech questions and support and the training area to teach classes. The brand also puts every Utopya product on display to allow consumers to take them for a test drive.

Even when Utopya products are in other stores, the brand has used its power with that retailer to create a distinct store-within-a-store concept, which replicates a similar look and experience from Utopya’s own retail locations.

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