95. Connecting the Dots


Touchpoint planning is about connecting the dots before a customer experiences your brand. As such the exercise is a key part of designing strong identity programs. Not all touchpoints are the same, nor do they have equal value. Some touchpoints occur regularly, which implies a kind of rhythm, while others are ad hoc, providing a little splash or surprise.

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KentLyons
James Kent, Mark Diggins, Ric Bell, Jon Cefai, Adrian Ridley, Jon Reading
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