Managing Brand Experience: The Market Contact Audit™

Jean-Louis Laborie and Amitava Chattopadhyay

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, until now, there has not been a tool that allows managers to identify, a priori and from a consumer perspective, the most effective set of contacts in which to invest.

Managing Brand Experience: The Market Contact Audit™

Amitava ChattopadhyayInsead

Jean-Louis LaborieIntegration

In a recent speech at the American Association of Advertising Agencies (AAAA), in February 2004, Jim Stengel, chief marketing officer of Procter and Gamble, observed that marketing “. . . is a 450 billion dollar global industry and we are all making decisions with less data and discipline than we apply to 100,000 dollar decisions in other aspects of our business.. . . We need a method to determine the effectiveness of our efforts” (Stengel, 2004).

The most significant component of marketing communication investments is in brand...

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