It’s part of your design, but do you have the right ticket?

There is an opportunity largely overlooked in the design of an optical. It's called the "brand theater." Every day I work with doctors' practices and I help put together their "brand theater" with merchandising components such as signage and graphics. More often than not, when I visit a practice I see these merchandising components still sitting in the shipping box; not on the "stage" for which they're made.