Module 4 Opening Brand Engagement

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Module 4 Opening Brand Engagement

  1. 1. Consumer Choice and Brand Engagement Module 4 DTC Perspectives Conference-October 2008 Ellen Hoenig Carlson
  2. 2. What does it take to engage consumers? ©2008 Advance MarketWoRx. All rights reserved.
  3. 3. What does engagement look like? ©2008 Advance MarketWoRx. All rights reserved.
  4. 5. <ul><li>“ Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.” Forester Research </li></ul>©2008 Advance MarketWoRx. All rights reserved.
  5. 6. <ul><li>“ Brand Engagement : the process of forming an attachment (emotional and rational) between a person and a brand. </li></ul><ul><li>What makes brand engagement so complex is that it is partly created by institutions and organizations, but is equally created by the perceptions, attitudes, beliefs and behaviors of those with whom these institutions and organizations are communicating or engaging.” Wikipedia </li></ul>©2008 Advance MarketWoRx. All rights reserved.
  6. 7. Personalization; Relevance 2-way Dialogue; Conversation Community and Peers Authenticity and Trust Achieving Brand Engagement Authenticity and Trust Consumers Feel Understood Personalization; Relevant Content 2-way Dialogue; Conversation Community and Peers Authenticity and Trust ©2008 Advance MarketWoRx. All rights reserved.

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