Class 3

Question 1

What is brand contact planning?

Answer 1

The process of planning all the points consumer come into contact with when engaging with a brand

Question 2

When doing this planning, what’s the most important thing that brand managers and strategic planners should consider?

Answer 2

That every contact point must serve an expression of the brand’s identity, values, messaging, and ultimately it’s purpose

Question 3

Why are meticulous planning of these contact points so important?

Answer 3

Because they influence the attitudes and behaviors of the target audience towards that brand

Question 4

What is brand purpose?

Answer 4

Brand purpose is the reason a brand exists beyond profit, focusing on making a positive impact

Question 5

What do you think the strategic results could be of a cohesive set of brand contact points that are aligned to the brand’s identity, values, messaging and purpose?

Answer 5

• Clear brand differentiation
• Improved customer experience
• Greater brand trust
• Greater brand resonance

Question 6

What is alternative brand planning?

Answer 6

• Going beyond the traditional. So unconventional. Disruptive even.
• Focuses more on impact than frequency of interaction.
• Highly consumer-centric

Question 7

How do we define alternate brand contact planning?

Answer 7

ABCP is a strategic approach within brand communication that expands beyond traditional advertising channels to reach and engage consumers through less conventional means.

Question 8

How does ABCP work?

Answer 8

We look at convention.
The we see how we can disrupt convention.
Making sure the result enhances the brand’s vision

Question 9

What are the benefits of ABCP?

Answer 9

• Enhanced brand differentiation
• Deeper emotional connections
• Higher engagement rates

Question 10

What is a brand contact audit?

Answer 10

A Brand Contact Audit is a strategic tool used in brand
management to analyze and evaluate all the points of
interaction (or “contacts”) between a brand and its
consumers.