A touch-point is defined as every interaction that consumers have with a brand on their journey from brand and solution ignorance through to (hopefully) rabid fan. The 5 A’s Framework is a model of the consumer journey, where consumers travel a path that consists of stages: aware, appeal, ask, act, and advocate to (potentially) becoming customers. Interactions on the path, and during each stage, include direct and indirect, online and offline, as well as interactions with other customers.