If we are truly going to be a part of this era of change, we have to re-think and re-cast our philosophy. Take branding. Whether you own or manage a store, run a publishing company or manufacture branded product, grasp this revolutionary thought: Your brand belongs to the customer, not to your company.

In the words of Ricardo Guimaraes, founder of Thymus Branding: "The value of a brand belongs to the market and not to the company." The company creates value for the brand, but the brand lives outside the company.

For the third straight year, Inc. magazine has named Christian-themed apparel producer Kerusso to its Inc. 5000, an exclusive ranking of the nation's fastest-growing private companies.

"We continue to be honored to be a part of such a prestigious list as the Inc. 5000 Fastest-Growing Private Companies," said Vic Kennett, president and chief executive officer of Kerusso. "This is a testimony to our dedicated Kerusso team, who excel at hard work and innovation."

Precious Moments partners with Phoenix supplier

Gifts of Faith-a Phoenix-based Christian product supplier-has signed a licensing agreement with Precious Moments Inc. (PMI) to design, distribute and market Precious Moments faith-based products to religious and inspirational gift industry customers.

The agreement includes products for occasions such as first communion, confirmation and baptism. Sales to retailers are scheduled to begin in November.

God's Word Sticks from Art & SoulWorks are bookmark-magnetic scripture sets featuring the art of child prodigy Akiane.

Released for fall, each of the seven sets-with such themes as peace and trust-comprises a tasseled, beaded bookmark, four scripture magnets and colorful frame, and measures 2.25 inches by 7.25 inches. Retail price, $5.95.

What new themes are you seeing in gift books, and why?
"I think the themes we are seeing in gift books are those that speak directly to the needs of the heart and soul in terms of hope and less to the needs of our dreams. I think we are seeing this because needs have shifted more to basic survival needs, of hope, of a confident future, reminders that God is in control despite circumstances in our lives, our nation or our world."

1. Live for Him wristband (Kerusso) $1.99
2. WWJD woven bracelet (Dicksons) 99 cents
3. PowerBand bracelets (Christian Art Gifts) 99 cents
4. Cross necklace (Dicksons) 50 cents
5. Luminous With Cross dangle bracelet (Dicksons) 79 cents
6. Witness silicone bracelet (Primus Source) $1.49
7. Guitar Pick necklace (Kerusso) $8.99, turquoise, blue, black and brown
8. True Love Waits band (Bob Siemon Designs) $24.99, sizes 7-9
9. We Believe bracelet (Swanson Christian Products), 99 cents
10. Purity Love Waits Heart ring (Bob Siemon Designs) $7.99, S-L

List based on sales data for Oct. 1-31, 2009, provided by Christian Books & More Gold and used with permission.

Nov. 14-17
Smoky Mountain Gift Show
Gatlinburg Convention Center
Gatlinburg, Tenn.
800-441-7889
www.smokymtngiftshow.com

Nov. 27-28
Santa's Workshop: The Christmas Gift Show
The Dixie Center
St. George, Utah
(No phone number available)
www.santasgiftshow.com

"For most of the country, there will be a turn toward warmer apparel-hooded sweatshirts and long sleeve thermals or long sleeve T-shirts. Also, especially with Christmas approaching, customers are looking for an apparel item that is not just a T-shirt, something that has more value and fashion associated with it. Traditionally, for Know Him, during the last quarter of the year, over 50% of our sales are in winter body styles."

Doug McKenna
President
Know Him

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