We believe delivering a unique brand experience will drive current and future success and allow companies to stand out, especially as products and services become easier to imitate. It represents one of the most important components of brand engagement—the process of infusing the positioning in every aspect of the customer journey. When properly defined and orchestrated, it has the potential to be a true differentiator for companies, as customers increasingly search for what is personally meaningful to them.
We define brand engagement as interactions that are so impactful and uniquely identifiable to a particular company, they distinguish it from competitors. Our process for defining it starts with an audit of all customer touch points—before, during, and after purchase—and the identification of those that represent the best opportunity to instill the brand and make a meaningful difference. In today's increasingly digital world, this means looking at the experience from both an online and offline perspective. We then develop, package, and help implement these ideas, which in turn, leads to new types of interactions and enduring customer and business impact.