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Tom Love (CEO, Love Communications) once said that a brand is ”the sum of all the touchpoints [it] has with the outside world.”

Considering the importance of working for brand consistency in all the ways your audience may come in contact with your brand, Adam Stoker summarized it well in his book Touchpoints when he said,

”By controlling all the touchpoints that a destination has the ability to control, the non-controllable touchpoints are more easily predicted and even managed.”

The first thing anyone responsible for a destination’s brand strategy needs to recognize is that a destination brand is unlike other brands in that you don’t control most of your touchpoints.

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