A few years ago, I wrote a blog entry on the Best Story Never Told . The story centered on taking the time to build an effective Brand Selling Presentation for your brand to use with outside partners. Never assume that a retailer, brand partner or licensee has any pre-conceived knowledge about your brand before you meet them. Don’t assume your brand sells itself. My first blog post on this topic was admittedly a bit light on the most vital part of your Brand Selling Story: conducting primary Market Research to measure your brand’s awareness, equity, and extendibility.