Customer Gravity Generators
Mark Bonchek write about “orbit brands” in a post on Harvard Business Review:
“Where traditional companies push out messages and products, these companies pull customers in. Instead of treating customers as passive targets, they treat them as active participants. Like the sun in a solar system, they create a gravitational field that pulls customers into their orbit.”
This is a great analogy, and also something applicable to the Brand Touchpoint Matrix. We can actually position the sun in the upper right corner, because all touchpoints placed there are what Mark call “Customer Gravity Generators”: customer-initiated touchpoints between transactions, and the creation of value beyond just product.
Also, the longer away from the sun you travel, the more you have to shine (read create great marketing) to be able to attract new people that want to take a closer look. There’s lots of stars out there competing in the night sky.
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