Experience necessary (Private View, DW 18 February) is an excellent article that all branding agencies should consider very seriously.
Sampling a brand is, in effect, like giving a comparative taste to a competitor. For instance, in a European street market, the custom is to give a slice of cheese or a segment of fruit for the customer to sample. Tasting on-site is halfway to making a sale.
In our culture, this practice is almost taboo. Considering that the UK market has a history of being very conservative, these methods have now become a necessity. A brand is built on the quality of its goods.
Adrian St.C Fewins