Touchpoints is a complete guide to evaluating and enhancing a destination's brand. The founding thesis for the book is that a brand is the sum of all the touchpoints an organization has with the outside world. The book begins with the foundational elements a destination marketer needs to understand and get in order prior to evaluating each touchpoint. These foundational elements include the customer experience, target personas, positioning, SWOT analysis, and others. Once these elements are in order, the book includes a guide to evaluating and creating a plan of action to improve each touchpoint of a destination's brand. These touchpoints include both controllable, and non-controllable. Each touchpoint section includes a worksheet that helps to establish the evaluation and plan of action to improve. By reading the book a destination marketer will have a holistic view of his/her destination's brand and a clear plan of action to improve. Both experienced destination marketers and new professionals alike will benefit from this book.