For Immediate Release
Greenville Brand Strategist Elizabeth Lord Releases Debut Book, Every Touchpoint
Part memoir, part playbook, the book argues that presence — not automation — is the differentiator businesses can’t afford to lose in the AI era.
GREENVILLE, S.C. — Aug. 24, 2026 — Elizabeth Lord, founder of the Greenville-based brand strategy practice Langworthy Lord, today announced the release of her first book, Every Touchpoint: How the Smallest Moments Impact the People, Places & Brands We Love (Langworthy Lord Press, ISBN 979-8-9973026-0-3), available Sept. 3 in paperback and ebook.
Drawing on more than 25 years building brands and places — including the transformation of a former dairy farm into Birkdale Village, a town square still drawing families two decades later — Lord makes the case that people rarely remember what happened to them. They remember how it felt. Every Touchpoint argues that as artificial intelligence reshapes how businesses reach customers, the ability to design moments that make people feel genuinely seen is becoming a competitive advantage rather than a nice-to-have.
“We live in an age that recognizes us everywhere and truly sees us almost nowhere,” Lord said. “Presence has become one of the rarest things we know — and in business, it’s still the whole game.”
The book unfolds in five parts, moving from the psychology of memory and belonging into a practical framework for designing “touchpoints” — the deliberate moments that turn a transaction into a relationship and a brand into something people love.
“I wrote this book because I spent 25 years learning that belonging isn’t an accident — it’s made, in small moments most companies never think to design on purpose,” Lord said. “As AI makes it easier than ever to be efficient and forgettable at the same time, that craft isn’t optional anymore. It’s the differentiator.”
Every Touchpoint has already drawn praise from communications and branding professionals. Philip Tate, APR, Fellow PRSA, president of Philip Tate Strategic Communications, said the book “reveals the intentional thinking behind Birkdale Village and shows how thoughtfully designed moments can turn a place into a community, a brand into an experience, and an ordinary interaction into a lasting memory.”
Lord spent more than 25 years in brand strategy, placemaking, and experiential marketing, including leading enterprise-wide branding for major developers and shaping landmark destination projects such as Birkdale Village near Charlotte, N.C., and The Wharf in Orange Beach, Ala. She now advises brands, developers, and leaders through Langworthy Lord and speaks on presence, belonging, and the human edge in an AI-driven world — including a past appearance as guest speaker at the ULI (Urban Land Institute) Charlotte conference, where she presented on programming and lifestyle development as part of placemaking.
Every Touchpoint is available on Kindle now, with the paperback releasing Sept. 3. For more information, visit langworthylord.com/book.html.
About Elizabeth Lord
Elizabeth Lord is a brand strategist, author, and speaker based in Greenville, South Carolina. Founder of Langworthy Lord, she partners with brands, developers, and leaders on touchpoint strategy, placemaking, and brand experience. Shaped by nearly 50 moves in her own life, she writes and speaks on presence, belonging, and staying unmistakably human in an automated age. Every Touchpoint is her first book.