The management of brand contact points and the significance of brand contact points

An important reason for brand contact point management, especially in enterprise marketing, is to avoid the situation that different departments use the same brand contact point to win the same customer. Integrated marketing combines these departments through cross-functional supervision and planning, and strengthens the interests of combining different contact points. BoiseCascade is a customer of 3M Company, and 3M found that a spontaneous brand connection with Boise was actually Boise's warehouse. A 3M cross-functional team composed of representatives from business, computer information management and logistics departments has worked out a plan, which can reduce Boyce's inventory and warehouse operating costs by as much as 500,000 US dollars. Among the ideas put forward by the 3M team, there is a logistics map, which marks the location suitable for storing 3M products in the warehouse, so that the warehouse staff can set up 3M products more conveniently and quickly. An executive of 3M said that this is all because of 3M's integrated marketing, which makes employees highly sensitive to customer contact points.