Cha-ching! (8-31)

In an era when branding yourself can be a make/break proposition, The Bruce Co. of Wisconsin has done an excellent job of distinguishing itself from the competition.

The name, certainly, is distinctive -- and reflective of a conscious effort to present the company as one that isn't a garden variety garden resource. In fact, the Middleton, Wis., business is an "outdoor living" resource, and by branding itself in that manner, it opens the doors to broader customer perspectives and expectations. In essence, shoppers venture there immediately looking for "more."

They find it in many forms, including a state-of-the-art retail center, a broad and varied collection of high-quality plants and products to nurture them, an outdoor furniture inventory second to none, and commercial and residential landscape services among the state's best.

Long story short: The Bruce Co. of Wisconsin walks the talk. And that trek invariably is marked by the sound of "Cha-ching!"

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