From the course: Advanced Branding
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The influence of touch points
- Every time, a consumer interacts with your brand, it's considered a touch point. And every touch point influences a consumer's decision in one way or another. But let's go a level deeper and talk through how and when this influence happens. The consumer will interact with your brand in three stages. Pre-purchase, purchase and post-purchase. The consumer mindset is going to be different at each stage, which means that your touch points are speaking to a consumer who has a different frame of reference depending on where they are in their journey. The pre-purchase stage is one of the most important stages in this decision making process. It's where the consumer identifies that they want or need your product or service. These touch points are extremely important because they're either guiding the consumer to become educated about your product or they're supplying the consumer with information about the product as they…
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