WARNING! Brand Engagement: good – but not everything!

by Kurt on February 4, 2012

Brand engagement: on every marketers agenda these days. Rightly so you’d think. Creating a distinct image versus competition, and deepening the love for the brand (thus increasing consideration, especially for light and medium users) is key to sustained growth. Lightly defined as the efforts done to influence the perceptions and beliefs around a brand, it recognizes the power of the consumer (i.e. the consumers owns the message). And its goal, as with many other marketing “tools” and “models” is to bring the consumer in motion, to bring him closer to the brand, to have him/her consume more.

The first definition of brand engagement was formulated like this: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context” – what a BS statement (excuse my French)!

Brand engagement is a “sexy” part of brand management these days, allowing for lots of creativity, co-creation, consumer empowerment, brand connectivity, and what not. Everything a modern marketer loves! Programs are being tailored and labeled as revolutionary, breakthrough, new marketing – and being expressed through facebook pages, blogs, grassroot activities, viral campaigns, creation of brand communities, brand storytelling, gamification, loyalty programs, etc. Those are being promoted as bringing surprise and delight to the consumer. And all aiming at the brand “being part” of the conversation, giving “meaning” to the brand, creating a strong brand persona, and thus winning the heart of the consumer.

Watch a quick video on how this is being sold to the marketing community:

BUT(there is a BIG “but” here)…

By no means does brand engagement predict immediate sales impact! Too many marketers think that brand engagement is 100% of the job. It is not! It’s still only “part of” the brand strategy; and one of the “intangible” ones actually. Why? (1) the understanding of the (psychological) bond between brand and consumer is still in its infancy, and (2) measuring systems are still new and rather “soft”, (3) how brand engagement creates value to the consumer is unknown, (4) brand engagement is being confused with brand loyalty whereas both are two very different things. Net, you can score very high on engagement and not sell a single dollar more. What it does, at best, is raise awareness for the brand – a noble cause.

Don’t get me wrong, I’m not diminishing the value of brand engagement and of its social media executions. My plea to the marketing community is to not confuse brand engagement with the (real and strong) drivers of brand growth: availability/distribution, meaningful innovation, impactful communication, excellence in execution, solid portfolio management, in-store visibility, etc. The basics! All of these are clearly measurable and do impact sales NOW. Keeping an eye on the prize, and following cause/effect marketing principles is key. If brand engagement contributes, then great.

What say you?

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{ 2 comments… read them below or add one }

Fatima Ali February 5, 2012 at 9:30 am

This topic was on mind for some time. Thanks for sharing your thoughts Kurt!

I agree that, right marketing basics is the key brand growth driver. However in a extremely competitive market environment, brand engagement does influence brand preference & subsequently brand growth!

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Kurt June 30, 2013 at 9:28 am

Are consumers following your brand only interested in discounts? See what FORBES has to say about it : http://www.forbes.com/sites/patrickspenner/2012/07/02/marketers-have-it-wrong-forget-engagement-consumers-want-simplicity/

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