How Can You Build An Engaging Brand?

In the new millennium, it is more important than ever before to develop engaging brands.

There are now many consumer touch points – INTERNET, CELL PHONES, PDA’s - with a need to shift marketing away from singular exposure in the mass media to creating emotional involvement and participation with your brand everywhere, everyday.

Marketers can no longer rely on linear persuasion models and “push” philosophies, but need to balance “push” and “pull”. The key to developing an engaging brand is to understand your brand’s emotional hook. What is the nature and degree of consumers’ emotional involvement with your brand, and how can it be developed in the future?



I have worked with Karen on several strategic projects. She has always done an outstanding job of uncovering consumer motivations and translating them into useful recommendations to address marketing issues. She’s a pleasure to work with and makes my job a lot easier as she brings consumer insights to life! She has been a tremendous asset to our project teams from study design through project completion. I highly recommend Karen for any project!

Sr. Marketing Research Manager Global Spice & Seasoning Company