For years, on my walk to work, I'd pass this luggage store with giant signs, and even a loudspeaker, all shouting, "Going Out of Business! We are Going Out of Business!"

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Turns out, that was the name of the store. A  ploy to attract tourists, thinking that because the store is going out of business, they might find some great deals.

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So when I was asked to help market a family-owned clothing store that's been around for generations, I thought about that luggage store's questionable marketing practices, and all the stores that loudly announce that they really are going out of business or under new management, or losing their lease, and created a campaign that celebrated the fact the Greenwich Clothiers isn't.