Post by epay, a Euronet Company

𝗧𝗵𝗲 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗳𝗼𝗰𝘂𝘀 𝗮𝗻𝗱 𝗶𝘁𝘀 𝗽𝗿𝗶𝗰𝗲 𝗳𝗼𝗿 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗿𝗲𝗻𝗴𝘁𝗵 Today, we can track and optimize almost every customer interaction. But does this abundance of data perhaps obscure our view of what is truly essential? Olaf G. Hartmann points out a structural problem: 𝗧𝗵𝗲 𝗳𝗶𝘅𝗮𝘁𝗶𝗼𝗻 𝗼𝗻 𝗲𝗮𝘀𝗶𝗹𝘆 𝗺𝗲𝗮𝘀𝘂𝗿𝗮𝗯𝗹𝗲 𝗺𝗲𝘁𝗿𝗶𝗰𝘀 𝗼𝗳𝘁𝗲𝗻 𝗹𝗲𝗮𝗱𝘀 𝘁𝗼 𝘁𝗵𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗻𝗲𝗴𝗹𝗲𝗰𝘁 𝗼𝗳 𝘁𝗵𝗲 𝘁𝗿𝘂𝗹𝘆 𝗶𝗺𝗽𝗮𝗰𝘁𝗳𝘂𝗹 𝗯𝗿𝗮𝗻𝗱 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀. While organizations manage a small part of their brand system with great precision, more than 50% of the actual brand experience is generated by just ten powerful touchpoints within a company. 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗿𝗲𝗮𝗸 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗵𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 𝗽𝗮𝗿𝗮𝗱𝗼𝘅, 𝘆𝗼𝘂 𝗺𝘂𝘀𝘁 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 𝘁𝗵𝗮𝘁 𝗴𝗼 𝗯𝗲𝘆𝗼𝗻𝗱 𝗺𝗲𝗿𝗲 𝘁𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝘀 𝗮𝗻𝗱 𝗮𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝘀𝗵𝗮𝗽𝗲 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗮𝘀 "𝗹𝗶𝗴𝗵𝘁𝗵𝗼𝘂𝘀𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀". In our expert article, you will discover why lighthouse experiences are important for the effectiveness of brand systems. Why gift cards are not neutral payment methods, but belong as "Branded Money" to the highly effective brand touchpoints while having an important additional feature that no other brand touchpoint has: They are self-financing! #BrandExperience #BrandedMoney #giftcards