MBA in the USA – Cultural consulting by Grayson Leverenz

Touchpoints (image: hyperpixie32)

A touchpoint is defined as any point of contact between a company and its consumers throughout the lifecycle of the relationship. The idea is to build a brand by taking marketing communication beyond traditional forms of media (e.g. television advertising) to infuse every interaction with a common theme. This is important because consumers form opinions based on every experience with the brand. Examples of touchpoints include: traditional print & television advertising, as well as the company’s website, brick & mortar stores and sales people.