Managing Brand Experience: The Market Contact Audit™

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...