At the booth, the buyer tastes the sample. “I’ll take one back for my colleagues.”

On Monday the same jar sits in a meeting room. Someone asks a different question.

“Where would we put it on the shelf?”

At the booth, the aroma and the conversation were part of the product. Back at the office, the buyer has your jar and the note you placed in the bag.

Before they leave, ask which colleague will see it first and what they are likely to ask. The answer may change the one sentence you send home with the sample.

Preparing for a trade show? Bring your sample and sales sheet to UG Brand Lab.

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Illustrative story for exploring a brand idea.