Creating Touchpoints Part 2

Let's cut the chase and pick up right where we left off yesterday - creating touchpoints. I split this phase into two blogs because there are so many touchpoints covered.

Signage and Vehicles. I've already gushed over Apple's iPod campaigns. They're so recognizable and as a part of building that brand, Apple certainly leveraged signage and signage on vehicles.



You've gotta love the train advertising. That's so cool and very memorable.

Otherwise, while we're on the subject using vehicles in branding efforts, I've got to say that vehicles don't necessarily provide a good touchpoint. Sure, the Goodyear Blimp or UPS using its fleet is one thing. But, how do you feel when that idiot driving the company truck cuts you off in traffic? Does a bad driver with a company vehicle create a positive brand impression? Probably not.

Environment. Its such a powerful part of the brand experience. Like the book points out - how many people go to a restaurant for the environment as opposed to the culinary offerings? A lot.

New media. Wouldn't you know it... the book devotes a good bit of attention to the favicon. In an earlier blog, I pointed out the fact that still in 2007 so many companies fail to utilize this touchpoint. Otherwise, I love new media. Search engines are considered new media and at one point in time they really were. Search of today has been a little saturated by the entrance of interactive agencies and even your old school agencies. In my opinion, the new media of today and tomorrow is based on the convergence of media and includes opportunities like cell phone advertising, online video marketing, etc.