Navigating by brands

People use brands to navigate in various ways. Brands help them to find their way in shops, Dutch women magazine Libelle just added another application: a branded car navigation system. Together with CosmicNavigation they developed a special navigation system for women. Offering a quite female design and a 'woman friendly' touch screen interface. Above that, the Libelle car navigation system leads its users to addresses of shops, restaurants, museums and other cultural places selected by Libelle readers. After introducing the Netherlands first branded event - Libelle Zomerweken <Libelle Summer Weeks>   - this magazine has proven to be a true innovator again. And again an excellent example of how customer/brand relationships can be fueled and enriched by adding an experiential touch point . This litterally brings brands to life and feels so much smarter than creating another printed spin-off magazine, which seems to be the obvious thing to do for a magazine publisher.