Every retailer knows that branding. is. everything. You’ve got to find new and unique ways to spread the message of your company and its products without breaking the bank. Melissa Gonzalez, founder and CEO of The Lionesque Group, has found a solution through the pop-up store, a temporary retail space that can create a customer-brand community.

“A lot of the time, people decide to do a pop-up and they think because its short in nature – the duration of it – that the planning can also be short,” Gonzalez said. “And that’s incorrect.”

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