Final answer:
Decoration is not the only element that allows customers to feel a brand's DNA; advertising, product presentation, customer service, and emotional branding also play essential roles.
Step-by-step explanation:
The assertion that decoration is the only element through which customers can feel a brand's DNA is false. While storefront decorations are instrumental in manipulating a shopper's emotions and conveying status, they are but one aspect of the overall brand experience. In the context of social marketing and the evolution of consumerism with the advent of department stores, it is evident that a multitude of factors contribute to the brand's DNA.
This includes advertising strategies, product presentation, customer service, and the use of flagship symbols that evoke an emotional response and facilitate brand recognition. Such symbols, like Apple Computer's bitten apple, communicate more than a product's utility; they represent the brand's ethos, culture, and values. Therefore, it is the synergy of all these elements—decoration, advertising, product quality, and corporate identity—that collectively allows customers to perceive and connect with a brand's DNA.