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?
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