What should a small business commission for a brand?
For a small bar the job is the mark and one piece that can be seen, the menu or the sign, not a long manual. The money goes on what the guest touches, and the figure is whatever those pieces come to, not an invented fee.
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Say what has to be on the door this month and what can wait. A thick document is paid for and the cup still has no name. Mark, menu or sign, and the list of what is not in this job.