Key module 2: operational logic of success ^®

It is at its points of contact that a brand makes its mark on the outside world. This is where customers and market partners encounter the brand. These points of contact include locations where the public encounter the company's representatives, sales discussions, displays, available range of goods and internet or trade fair presence. It is here and nowhere else that the public form their judgement that will ultimately decide whether they wish to buy into this brand system or switch allegiance to a competing brand. Despite this fact, many companies do not appreciate how important points of contact are in achieving success.

At operational level, the logic of success determines how the brand presents itself at a company's various points of contact. Brand content is explicitly spelt out for individual management and functional areas. Binding rules are established to ensure consistency in the presentation of the brand at its points of contact, enabling staff and management to ensure that the brand and everything it embodies become part of their routine business activity.