Brands optimise touchpoints - and are surprised that in the end nothing sticks.
A signature moment is something other than a well-functioning point of contact. It is the moment customers talk about.
Touchpoints can be measured and optimised. Signature moments have to be designed. Three characteristics set them apart.
From the familiar to the unforgettable.
01 It surprises positively
A signature moment doesn’t just meet an expectation - it exceeds it in a way no one saw coming. That is exactly where its memorability lies.
02 It is unmistakably your brand
An interchangeable wow effect fizzles out. The moment must belong to the brand so clearly that it would be recognisable even without a logo.
03 It plays to a feeling
People don’t remember functions, they remember feelings. A signature moment is deliberately built around the one emotion your brand wants to leave behind.
Moments people talk about
Signature moments don’t happen by chance. They are the result of a brand strategy consistently translated into tangible moments.