!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.”