Welcome to Touchpoint Insights, MCorp Consulting’s Monthly Brand and Customer Experience Newsletter
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What story are you telling? Whether it’s how you dress, the photos on your website or your value proposition, all products and companies have a story. The thing is, that story isn’t always one you want them to be telling. What about your brand story? Do you know what’s being said about your organization? The more coherent and compelling it is, the more it will power awareness, recognition and success; in brief, “sum up” the brand. But before you can sum it all up, you usually need to have thought it all through…
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Brand Mapping: See where your brand is working, and where it isn't. And fix it.
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 With Brand Mapping, MCorp can quantify the beliefs that underpin your organization, measure their importance and performance, and help you improve awareness, preference and usage. Interested? Learn more by visiting our web site
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Quick Wins:
MCorp Brand Audit
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How consistently is your messaging and visual brand applied to your touchpoints? Is the experience a consistent one?
Click here to learn more with an MCorp Brand Audit.
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MCorp Consulting
is a research, brand and strategy consultancy that maps and improves the touchpoints between organizations and their customers, delivering better brand, marketing and customer experience.
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In This Issue: Pillow talk, sex appeal, touchpoints and talking about what excites you... a full month before Valentine’s Day.
1.) Separating Brand-“Evocative” from Brand-“Provocative”. Dim the lights, slip into something more comfortable and light the candles. We’re about to plumb new depths of brand intimacy. But should we? Do “lovemarks” really belong in the office? (Article)
2.) When is one doggie biscuit worth a thousand words? When it shows your customers just how much you care. You can tell your customers you care via a direct mailer, ad or website, or you can show it in your actions. “Touch”: a personal contact, “point”: at a particular instant...or instance. They can be good or bad, so make sure you use your power for good. (Article)
3.) C’mon baby, light my fire. Maybe peddling your software or financial product doesn’t have the built-in sex appeal of selling a Ferrari, but your customers still need to know why you’re better. Give me some differentiation I can hang my hat on, or I’ll have to tip it over my eyes and take a nap. (Article)
4.) What do Brangelina, Blackwater and Phillip Morris have in common? There’s such a thing as too much of a good thing when it comes to publicity. Well, not for most of us, but for a select few. So what do you do when your good name gets tarnished or you’re looking for a low profile? You name yourself Xe. Wait, who? (Article)
5.) Enough gossip, let’s get down to the nitty gritty of Investor Relations. How often do “Shareholders” and “Employees” get dumped into the afterthought audience category? You know enough to pay investors lip service, but are you adequately servicing their Touchpoint needs? (An MCorp Consulting Whitepaper)
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The New Language of Brand Experience: Can We (Pillow) Talk?
Some pretty smart marketing strategists are talking about Love Triangles and Lovemarks in relation to branding these days, saying respect and loyalty just aren’t enough. I’m hoping that adding quality, integrity, consistency and differentiation make the difference, because otherwise? Ewwww... Click here to continue to full article >>
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Touchpoints are Powerful Drivers of Brand Experiences and Storytelling.
Develop the message you want to give, the values you want to stand for, and then deliver on them. Every day, in unexpected ways, through your deeds and actions. That’s your story...and you should stick to it! Click here to continue to full article >>
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Stock or Soda: It’s all About the Message
Everyone who says they “maximize shareholder value” raise your hand. Look around. With every hand in the room raised, do you really think this makes your company stand apart from the crowd? As a CEO, you’re not just working for the paycheck, so let your audience know what really excites you about your home away from home, and maybe we’ll get excited too. Click here to continue to full article >>
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What's in a Brand Name? Some Companies Just Don't Want You to Know...
While most of us want the brand recognition of IBM or Coke, some companies spend millions to fade into the woodwork. If you’re Anderson Consulting and your accounting practices get dragged through the mud, you rebuild yourself as Accenture. If you’re the poster child for big tobacco? Throw on a big hat, some shades, and call yourself Altria. Click here to download the article >>
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Investor Relations Concepts: Key Touchpoints for a Core Audience
Retaining investors for the long term drives valuation. Does that sound like an audience you want to treat as an afterthought? Managing their communication needs is a full-time job, and we’ve got a checklist for you to gauge how you’re doing.
Click here to continue to full article >>
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Send Touchpoint Insights to a Friend Touchpoint Insights is published by MCorp Consulting, online at
mcorpconsulting.com | San Francisco, Vancouver | Phone: 1-866-526-2655 Fax: 1-415-526-2650
© 2010, All Rights Reserved | Postal Address: 3100 Kerner Blvd. Suite C, San Rafael, CA 94901
Touchpoint Mapping®, Loyalty Mapping®, Brand MappingSM, and Customer Experience MappingSM, are registered trademarks of MCorp Consulting. All other trademarks and all trademarked content both contained in this email and linked to from this newsletter remain the property of their respective organizations.
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