I’ve heard you allude to what you call the “touch points” of a brand. What are they? Weiss: People get so caught up in thinking about their product or concept that they fail to think enough about the consumer. You have to continually put yourself in the customer’s position. Andthe customer is always asking, very loudly, “What’s in it for me?” Your story needs to respond to that question. If you run a grill station, what is in it for the ...

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