Digital and physical shops, social media, website, apps, online news, blogs, newspapers, influencers, smart TV, radio, podcasts and so on. Marketers and communicators have never had so many touchpoints to consider and manage to provide a coherent and valuable complete brand experience. Even though any of them might play a distinct role across the customer journey, the complexity in a highly connected world moving at emotional speed is that what happens in one touchpoint will swiftly influence the overall perception of the company, its product or service. Companies will need to adopt a truly integrated omnichannel approach to face the challenge and meet changed customers expectations.