Brand & Engagement Programs

Experiential engagement with a company's products or services both enhances and detracts customer's attitudes about the company, its brand, and impacts future behavior patterns. While this seems entirely intuitive, it is not well understood by most companies. For most, the discussion still centers around what the new term of the day, "engagement," means rather than measuring its impact on the brand.

Our research shows that Engagement is influenced to a high degree by an initial brand image of a company and therefore, almost pre-indicates how a customer will evaluate the experience they actually have. In a lot of ways, "customers see what they want to see." That's Brand Engagement as measured definitively through our Customer Typology ™ protocol.

Experiential engagement which includes interactivity in some manner, whether through interactive advertising messaging or interactive content, can produce significant improvements to a Brand's image if delivered correctly. It can also detract from a very strong Brand image. However, without understanding the beginning predisposition of their customers and potential customers, experiential engagement metrics can seriously mislead a company into thinking life is either better (or worse) than it actually is (see our The Myth of Customer Satisfaction).

Refer to Brand Engagement Report.