!Whether we realize it or not, everyday we have positive and negative brand experiences with a number of different
brands. Each interaction we have with a brand allows us to engage with the brand and formulate a positive or negative perception of that brand.
Today, companies are challenged with creating consistent
positive brand experiences through a number of channels – online, customer service, product or service quality,
packaging, retail space, and so on. All of these various
touch points add a positive or negative brand perception
and can influence the brand’s “moment of truth.”