Do You Build a Store?

How is it that you would build a brand in this environment? Do you build store? Do you start by creating stores? Only if you think about the way you'd have done this in the nineties. You wouldn't do tv advertising in conjunction with the first opening your first store. The story you want to tell, and the whole created vision of why does this thing exist, might come before the advertising,. Before the store, before distribution, maybe even before the product.