multiple profiles for, 86
problem from attempting
too inclusive, 59–60
touchpoint customization for, 112
Target store logo, 180
teams, 201
complications, 202
errors and disagreements, 204
focus of, 202
perceptual map creation as
exercise, 53
quarterly updates for, 208
for touchpoints, 130
variations in interpretations, 205
teenage girls, marketing
product to, 76
television advertising, 21
television shows, 106, 110
learning from, 76
Tide laundry detergent, 156
Tim Hortons, 12–13
timing, for touchpoints, 116
toothpaste, stand-up tube, 188
touchpoints, 100–114
associations formed around, 168
choosing, 116–118
creating unique, 129–139
customizing for target
markets, 112
experience effect and, 129
mapping for consumer
profiles, 112–113
maximizing experience, 131
need to maximize, 203
needs assessment for
researching, 169–171
potential for, 105–111
research on high-profile, 172
timing for, 116
trade publications, 168
trends over time, 67–68
Trojan condoms, 45
Twain, Shania, 160
Twitter, 69, 101, 111
Tylenol, 34–35
typeface, 181–182
Underwood, Carrie, 160
UPS, 179–180
Verizon, 126
promise vs. experience, 123–125
Von Dutch, 159
Votivo candles, 133
Wal-Mart, 45–46, 109
Walton, Sam, 46
war rooms, 209
websites, 21, 107, 108
for Biggest Loser Club, 69
brochure content on, 135
consistency with catalog, 8
consumers’ view of, 172–173
of McDonald’s, 17–18
purpose, 131
television on, 110
What to Expect When You’re
Expecting, 75
women
consumer profiles for
single, 84–86
as purchasers, 59
purchasing power, xiii
understanding complexity
of lives, 75
working mom, touchpoints
for, 106–111
x-axis, in perceptual map, 49–50
y-axis, in perceptual map, 49–50
YouTube, 101
220 Index

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