The Brand as a Place. For a Model Interpreting the Behavior of Brands

What if the brand is a place? In specialist literature, the brand interacts through a series of tangible and intangible touchpoints with its interlocutors. Whether it is points of sale, events, websites, packaging and products, the interlocutor enters the world of the brand and experiences it through these touchpoints. However, a brand must adapt its behaviours and modulate its identity and expressions based on conditions and context. In this article, we propose a transition from the definition of touchpoint to touchplace in the system of relations between the brand and the audience. The concept of place, like that of the brand, contemplates spirit, personality and character. Like each brand, each place has its own identity and moral character. An original interpretation model will highlight the evolution of brands’ behaviours and how these places of exchange and meeting are key elements in offering relevant experiences to their interlocutors.