The value of a brand rises and falls with its communication. Even strong brands have to communicate their values to be perceived by consumers and sell.

Successful brand communication has two clinchers: Enthusiastic customers and satisfied employees. As recently as ten years ago, companies created their own realities with advertising and PR – today, employees and customers define the reality and reputation of a brand name company. They talk to others about their experience with the company and its products around the clock.

Trust is the greatest asset in all this: It only arises when the customer has a consistent, credible brand experience at all brand touchpoints. Consistent brand touchpoint management is therefore an important control tool of brand communication.