I was saddened to learn that one of my favorite spots while on the road, Borders, is in financial straits. I thought something was up a few months ago when two of the stores I frequented went bye-bye. Today I learned that Borders filed bankruptcy. My first thought was, bummer.
After hearing GE Capital is helping with the refinancing, my second thought was, perhaps things are not as bleak as I first thought. A brand like GE Capital is not going to take on that kind of risk without believing in the Borders brand.
I shop for books online and shop at Barnes and Noble. But I liked the third option of shopping at Borders. Perhaps I will still have the chance. Or maybe it is time for me to stop putting off what I know I need to do and that is go buy a Kindle, Nook or other option.
I need to step up to the plate and be a brand champion for one of those alternatives. I am an advocate of 21st technology so I best get in this ball game too. In the meantime, here is hoping Borders is able to retain its brand champions and recruit a few more.
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