Communicating the Brand Through Multiple Touchpoints
August 29, 2007: 6:00 PM - 9:00 PM
Customers form their perceptions of your brand in many ways. They see your advertising and direct mail, they visit your website, and they are influenced by your in-store displays, package designs, and sales promotions. Each touchpoint presents an opportunity to communicate and reinforce the brand.
450 N. Cityfront Plaza
Customers form their perceptions of your brand in many ways. They see your advertising and direct mail, they visit your website, and they are influenced by your in-store displays, package designs and sales promotions. Your brand may even be impacted, for better or worse, by your fleet of vans or trucks (are they clean?), your drivers (courteous?), your customer service reps (prompt, professional?) and numerous other touchpoints that your customers encounter along the way toward becoming loyal evangelists for your brand.
Each touchpoint presents an opportunity to communicate and reinforce the brand. Imagine that your consumer is actually a person - not a statistic, not a demographic detail, but someone you want to have a conversation with. Always ask yourself, "How much is my consumer ready to take before he/she leaves me for another brand experience?" So focus on the consumer as if he/she were a person. Think strategically, without sacrificing the operational aspect. Understand what annoys and what delights consumers.
Ilan Geva (Speaker), Ilan Geva & Friends
After launching his own design business in Israel, Ilan Geva started his international career in the early 1980s when he joined Ogilvy & Mather as Design Head and Creative Director in Johannesburg, Los Angeles, and Chicago. He later held senior creative positions with Leo Burnett and Frankel & Co. (now ARC Worldwide), and has served as VP Exec. Creative Director at Kragie/Newell, Des Moines and VP Creative Director at Gage Marketing, Minneapolis. He currently runs Ilan Geva & Friends, a brand communications consultancy in Chicago.
Throughout his career, Ilan has developed and created corporate identities, advertising campaigns, instore displays, packaging design, direct marketing, sales promotion, web sites, and every imaginable strategic branding solution for many of the world's largest corporations, as well as for numerous smaller enterprises. His branding work included United Airlines, Korean Air, Alitalia, McDonald’s, Coca-Cola, Visa, Ford Trucks and the Chicago Tribune.