Module 4 Opening Brand Engagement

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Consumer Choice and Brand Engagement Module 4 DTC Perspectives Conference-October 2008 Ellen Hoenig Carlson

Transcript of Module 4 Opening Brand Engagement

Page 1: Module 4 Opening Brand Engagement

Consumer Choice and

Brand Engagement

Module 4 DTC Perspectives Conference-October 2008

Ellen Hoenig Carlson

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What does it take to engage consumers?

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What does engagement look like?

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“Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.” Forester Research

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“Brand Engagement: the process of forming an attachment (emotional and rational) between a person and a brand.

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

©2008 Advance MarketWoRx. All rights reserved.

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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.