TOUCHPOINTS A touchpoint is just what it sounds like – points at which the consumer touches the brand. Great brands have a coherent touchpoint experience, meaning that these elements work together to reinforce the promise and the purpose.
DESIGN PRINCIPLES Now comes the good part. Design Principles are about choices. Not just what we’re going to do, but how we’re going to do it. This should be the most dog-eared section of the book; the one you return to time and time again when you’re coming up with a new marketing plan, or designing a new collection, or building the latest merchandising display. These are the filters any idea should be passed through. And when someone has an idea that seems “off”, or is good but not quite great, you should be able to point to these principles for ideas and inspiration about how it needs to change. 20
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