[MUSIC] Hi, welcome back. If you remember in the last lecture we learned how to prioritize touch points. In this lecture, you will learn how to decide what is the role of those touch points in your customer experience. In the prioritization, we used various criteria. But to make things easy for you, in our hotel example, I had provided you a cost estimate of the redesigned touch point. However, in your brand you first need to decide what is the role that you want each touch point to play in your holistic customer experience. Let's look at a useful framework to guide you through that decision. If we start at the top of the pyramid, we have what's called branded differentiators. Those that will definitely provide the most accurate experience of your brand and offer a clear customer benefit. In most industries, you can only have just so many branded differentiators. In your hotel example, they were those that would definitely differentiate the experience from other adequate level hotel. Alternatively, you could have signature items. These are the ones where there are many visual and experiential cues that communicate your brand. In our hotel example, they're the unique and pleasantly surprising elements of the guest experience that can be delivered consistently across all of the properties. Then we have category redefiners. These are the guest ideal touch points that are not expected or delivered by competitors consistently. So we can take a take advantage of this. Lastly, at the bottom of the pyramid we have guest expectation, those requirements that every target customer expects are consistently delivered by competition. In our hotel example, those elements that all hotels in the adequate category have. So what did our hotel chain design? The client decided to focus on differentiator rather than cleaning up existing issues. We decided on two key branded differentiators to deliver the revamp brand strategy. The bed and the shower. We also included some signature icons. Visual and experiential cues that support the hotel's brand and consistently reinforce the unique and pleasantly surprising nature of the hotel experience. This were the small in room icons, the employees' uniforms, the grab and go breakfast, high-speed Internet, and the lobby. Finally we summarized the budget for each of the different touch points. The brand differentiators, the signature icons, and the category redefiners. In the next lecture you will learn what does it take to actually implement the brand at the above touch points. See you there. [MUSIC]