We're dabbling in a lot of different, viral ways to reach consumers. The old formula is just not as effective.

The other systems have an extension of their current names; ours is a new leap to something different. A lot of thought went into the name.

From a brand standpoint, it's become another way to reach consumers.

Consumers should look [to see] whether the pet store has posted a return policy.

You have to find nontraditional ways to reach the audience,

We don't delegate what each member does, they must reach out in their own ways.