The case for holistic touch-point management – an evidence, value-based approach to informing brand communication planning
Simon Cole
INTRODUCTION
As debate about the commercial significance of brands is consigned to history and they're increasingly appreciated as the corporate assets they undoubtedly are, attention has focused squarely back to the metrics by which they're managed. In particular, interest is growing in measures that explore the contribution of the full set of touch-points that collectively govern the brand's reputation as a whole – the many and varied points of contact between brand and consumer that can all too easily seem like a...