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Christmas lights that glow softly through long winter nights are part of what makes the holiday season so atmospheric鈥攂ut they can add to the ambiance any time of year. Some shopping districts are leaving their lights up for exactly that reason.

鈥淚t can have an emotional impact,鈥� says Charles de Brabant, Executive Director of the Bensadoun School of Retail Management. 鈥淭o tell the story of your brand, you need understand the values you want to transmit. If you are clear about your values and your vision, it can be a vehicle to differentiate yourself. And that makes all the difference.鈥�