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Brand Engagement

A powerful brand strategy combines ‘the logic and the magic’ – that mix of rational and emotive elements that, together, combine to give a brand engagement, connectedness, distinction and focus.

Brand Engagement

Building Brand Experiences Through Coincidences

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Disney Brand Experience

Marketers can be surprisingly heavy-handed. The temptation, especially with big brands, is to thunder out answers that let customers know, in unequivocal terms, that they have been recognized.

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Brand Engagement

Rethinking How To Reach Brand Audiences

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GoPro Brand Strategy

We need to move on. That’s my take-away from a piece by Tara Walpert Levy. We need to move on from a mind-set based on reach and drop-off, and replace it with one centered on engagement and accumulation.

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Brand Engagement

3 Ways Brands Can Increase Customer Engagement

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In a helpful article in Fast Company, Seth Priebatsch provides his insights on how brands can use game dynamics to forge new levels of engagement with customers. He cites three robust principles:

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Brand Engagement

Brands And The New Customer Relationship

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It’s easy to underestimate the huge changes that have taken place in the dynamics of the brand-customer relationship in recent years. Brands and consumers are now engaged at whole new levels of familiarity.

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Brand Engagement

Rebalancing The Brand Experience

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A couple of months ago, Adrienne Bateup-Carlson sent me this op-ed by Roger Cohen. In it, Cohen laments the plasticization of experience.

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