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At the risk of being seen as an Apple Fan Boy, I wasnt to mae a point here regarding product branding.  The Millennium Project is developing an a brand with a degree of expertise reliability, depth, balance, and insight.  Not unlike Apple as a Brand (insert groans).  Apple has accomplished something unique in the retail trade, they have one of the highest sales per square foot of any retail operation anywhere.  And my point is that Apple has accomplished this on the strength of its brand and not through intensive efforts at sales.  In fact not a single Apple retail employee receives even the briefest amount of sales training.  They are, instead taught to answer questions, solve problems and try to bertter understand the client.