Branding is no longer about tailoring marketing and PR to a product/service - not if you want it to be successful, anyway. You can thank rapid brand proliferation, disintermediation and stakeholder empowerment for that. Today's reality is far more complex: cost-effective and scientific brand-building requires a new starting point from which all strategies and collateral emanate - that starting point being customer's identity. A past report from the McKinsey Quarterly sums it up nicely: "By employing a touch point marketing strategy, the brand can marshal and manage resources more efficiently and effectively to prioritize and affect the most valued customer segments with optimal frequency and a combinations of 'touches' to deliver the highest yield for the dollars invested." Okay, maybe the verbosity of that summation could use some optimizing, but the basic point is this: Brand-building requires communicating that brand's advantages in ways that are both relevant and resonant with individual customer identities.
Touch Point Marketing: Reaching the Customer from the Inside Out
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