03 Dec 2012
December 3, 2012

Brand Touchpoint Wheel

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In a previous post I defined a brand as: To create a great brand experience a marketer has to manage all the touchpoints that the brand has with consumers. You can only manage your brand perceptions if you manage those touchpoints. In listing all the touchpoints we act like a customer and go through all.. read more →

15 Nov 2012
November 15, 2012

Brand Management

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In a previous post I defined a brand as the sum of all the experiences a consumer has with your company or its products or services. So how do you manage your brand in order to create a positive brand experience? Firstly, you control these experiences by making a list of all the interactions consumers.. read more →

Marketers are obsessed with branding. They spend an inordinant amount of time on their logo, their tagline and their advertisements. But we all know that one bad experience with the brand can render all that work useless. To me most marketers have got their priorities wrong. They should spend more time on managing the consumer.. read more →