{"id":12689,"date":"2017-09-05T00:15:46","date_gmt":"2017-09-05T00:15:46","guid":{"rendered":"http:\/\/herculiz.com\/dev\/?p=12689"},"modified":"2018-10-24T20:01:31","modified_gmt":"2018-10-24T20:01:31","slug":"why-every-touch-point-matters-in-your-brand","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/featured\/why-every-touch-point-matters-in-your-brand\/","title":{"rendered":"Why Every Touch Point Matters in Your Brand"},"content":{"rendered":"

One of the things I love about BrandTwist Brand Safaris is we get to experience first hand many different touch points and then TWIST this inspiration with your brand. The importance of the multiple touch points is that transcending the ordinary<\/a> and walking the talk<\/a> isn\u2019t enough if they only happen in one place.<\/span><\/p>\n

So when we go into this immersive experience of a BrandTwist Brand Safari we\u2019re able to explore the importance of inspiring at every turn.<\/p>\n

Great brands maximize all brand touchpoints to convey a unique experience. They don\u2019t just rely on traditional media to get across their message- they build their brand promise into the product or service experience.<\/p>\n

Can a vomit bag surprise and delight?<\/h2>\n

In my book TWIST: How Fresh Perspectives Build Breakthrough Brands<\/a>. I talk about One of my favorite \u201csurprise and delight\u201d moments with Virgin Atlantic\u2019s use of \u201cvomit bag\u201d moments.<\/p>\n

Virgin ran a promotion on Virgin Atlantic when they used the vomit bags in the seat pockets as marketing messages. These bags are in every seat back on every flight. But they are usually plain white and a missed opportunity \u2013 right in front of passengers for the six-plus hour flight.<\/p>\n

Virgin Atlantic branded the bags its signature red, and included engaging copy about how flying used to be fun, then became terrible, and Virgin\u2019s mission was to make it fun again. It began with: \u201cHow did air travel become so bloody awful? First, they took away the meals. Then the pretzels. And then the peanuts. All seven of them\u2026.\u201d It ended with: \u201cFlying should make you feel like you are a virgin again (flying-wise of course). It should feel new. And on Virgin Atlantic Airways it always will.\u201d<\/p>\n

This is a creative touch point. Taking a moment that is a necessary part of the experience (it’s literally an FAA requirement) and using it as a moment to surprise and delight the customer and support Virgin\u2019s brand promise that this is a different way to fly.<\/p>\n