Slide 4 of 18
Notes:
Brand contacts are just what the name suggests...contacts with the consumer of
any variety. Incidental communication, like signs and word-of-mouth, together
with the hats on a McDonald's employee, all fit into the broad definition of a
brand contact. Since the consumer sees these messages collectively, it is
important to generate the same tonality and presence. You don't want to
contradict one brand contact with the message from another.
The next time you're in a fast-food restaurant, check out the brand contacts you
see. Look for continuity among them and count how many there are.
