Brand Touchpoints

Brands are only as strong as their weakest link. This course examines how each interaction between brand and audience is a test of the brands strength. Learn through exercises and examples, how to communicate the brand idea at every touchpoint. Consider how each touchpoint is a realisation of the brand. The course includes: culture, values, senses, environment and social events.

You will gain a deeper understanding of how the outcome of each and every interaction with a brand has a critical effect on its overall experience. You will learn how to use clearly defined values to guide and influence the behaviour of the brand at every touchpoint.

Delegates will learn how values drive the behaviour of the brand and are manifested at every touchpoint, including: cultural, sensory, environmental and social behaviour.

This introductory course is designed for people interested in the quality control of the brand experience and its consistent behaviour at each interaction with its audience. The attendees will ideally have the responsibility to manage and influence brand strategy.

• Brand Touchpoints: Values and Behaviour
  How values drive behaviour and deliver the brand experience.
• Brand Touchpoints: Sensations – Sight, Sound, Smell, Taste, Touch
  How sensory branding engages the senses and delivers the most emotive touchpoints.
• Brand Touchpoints: Social Events (Anniversaries, Traditions), Physical and Ambient Environment
  How social events, the built environment and ambience contribute to a compelling world of experiences radiating from the brand.
• Brand Touchpoints: Touchpoint Mapping
  How to map touchpoint journeys for analysis and review.

The course delivery style and methods include:

• Interactivity
• Practical exercises
• World-class examples
• Group work
• Creativity, Inspiration and ideas