71. Programs That Stand Out

Even if an organization’s logo and all of its competitors’ logos look alike—some would say “especially” if this is the case—program designers can pursue widely different applications. It’s important for identity programs to be clearly differentiated not only from competitors, but also from any other experiences. Customers will experience the brand through this type of differentiation. The challenge lies in remaining committed to addressing as many customer touchpoints as possible in the program.


Madame Demode


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