High touch, high concept
Interesting to hear the increasing use of the word ‘touch’ in marketing: how many times, and in what way, does your product message and brand ‘touch’ your customers?
Daniel Pink says that products and services of the ‘concept economy’ focus on high touch and high concept. High Touch means intimate, personal, authentic, real. High Concept – a term borrowed from the film world – means imaginative, affective, succinct, compelling.
For Pink, low touch and low concept goods and services have become the domain of emerging economies, or they have been automated. Pink’s excellent book, ‘A Whole New Mind‘, sets out this premise clearly and compellingly.