CHANGE THE NOTION OF
BEGINNINGS & ENDS!
A consumer has a pathway to your brand and it might not begin with the touchpoint
Sometime it’s not even connected to your brand.!
For example, as Forrester points out, when Emirates conducted a detailed review of negative
airport experiences, it found that contradictory brochures and online descriptions skewed
customer expectations long before they were actually in the airport.!
THE COMMUNICATION PERSPECTIVE/!
A NEW PARADIGM!