What is brand contact planning?
The process of planning all the points consumer come into contact with when engaging with a brand
When doing this planning, what’s the most important thing that brand managers and strategic planners should consider?
That every contact point must serve an expression of the brand’s identity, values, messaging, and ultimately it’s purpose
Why are meticulous planning of these contact points so important?
Because they influence the attitudes and behaviors of the target audience towards that brand
What is brand purpose?
Brand purpose is the reason a brand exists beyond profit, focusing on making a positive impact
What do you think the strategic results could be of a cohesive set of brand contact points that are aligned to the brand’s identity, values, messaging and purpose?
- Clear brand differentiation
- Improved customer experience
- Greater brand trust
- Greater brand resonance
What is alternative brand planning?
- Going beyond the traditional. So unconventional. Disruptive even.
- Focuses more on impact than frequency of interaction.
- Highly consumer-centric
How do we define alternate brand contact planning?
ABCP is a strategic approach within brand communication that expands beyond traditional advertising channels to reach and engage consumers through less conventional means.
How does ABCP work?
We look at convention.
The we see how we can disrupt convention.
Making sure the result enhances the brand’s vision
What are the benefits of ABCP?
- Enhanced brand differentiation
- Deeper emotional connections
- Higher engagement rates
What is a brand contact audit?
A Brand Contact Audit is a strategic tool used in brand
management to analyze and evaluate all the points of
interaction (or “contacts”) between a brand and its
consumers.
