On October 8, Mary Zalla, global president of consumer brands, presented at the Hub Live Brand Experience Symposium. Her talk centered on how brands can engage employees and consumers.
Engagement in branding is an emotional involvement or commitment that draws favorable interest or attention. Essentially, engagment is the opposite of detachment. Why do we care about it? Because competitive advantages, business growth, and relationships between brands and consumers all depend on it.
Mary outlined five principles for brand engagement:
- Inspiring employees
- Provoking participation
- Connecting with purpose
- Challenging perception
- Igniting competitive spirit