Touch Points are Your Brand!

Scott Maxwell

March 12, 2010

Brett Virmalo, has a great recent post, 2010: Marketing is Not Marketing, where he points out that all of the contact points that your products and people have with the outside world combine to form your marketing in 2010.

We could not agree more with the points in Brett’s post, and are working to emphasize the same idea with our portfolio companies in our roles as their venture capital advisors.

The way that I like to describe the situation:

1. Great growth companies have great “brands”

2. “Brands” are the sum of the touch points that your company has with the outside world (including your product, professional services, customer service, marketing, sales, business development, corporate development, and all of your people touch points).

3. Managing your “brand” means managing your touch points (touch point design and execution)

4. If you optimize your touch point design and execution (aligned, unique, valuable) for your product market, you will maximize your product market position and results. (this is the best business growth strategy on the list of business growth strategies)

Note: thanks to the Junta42 newsletter for pointing to Brett’s post!

Founder & Partner

As the founder of OpenView, Scott focuses on distinctive business models and products that uniquely address a meaningful market pain point. This includes a broad interest in application and infrastructure companies, and businesses that are addressing the next generation of technology, including SaaS, cloud computing, mobile platforms, storage, networking, IT tools, and development tools.