this is from the lift in border's on charing cross road. this isn't rocket science, it's not even that original. it's just one of those good ideas more brands/companies could do if only they could be bothered. that's what i like about Borders, they always seem to be making a bit of an effort. infact that's the only real difference i can discern between great brands and ok brands. it's not about the quality of the ideas, or the leadership or anything, it's that great brands make more of an effort. in the fabled words of ddb; they 'try harder'
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