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" ... In my book Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning, I explained that I believe Weber Grill is poised to further grow its brand because it delivers positive feelings of nostalgia and togetherness. When we feel insecure about the present and future, going back to a time when things were simpler can be comforting and reassuring. For many of us, the original Weber Kettle Grill brings back positive emotions from the past and causes us to reminisce about barbeques with our parents and grandparents. Looking forward to the near future, brands like Weber will continue to facilitate our gatherings with friends and families, enabling us to reconnect around a home-cooked meal. ... "