In the battle for deep and enduring relationships with clients and consumers some brands have a distinct advantage – An engagement mindset.
There’s no doubt passion brands like Nike, Apple and Red Bull profit from the quality and depth of their consumer relationships. With consumer loyalty diminishing across almost every B2B and B2C category we are seeing a class gap emerging between a handful of super star brands who boast legions of devoted fans and the majority of others who are having to settle for transactional relationships. As brands struggle to move from a promotional mindset to an engagement mindset, those who have been focused on building relationships continue to dominate their category. NIKE’s fuelbox activation is one shining example of a brand who understand the value of investing in engagement. Read the rest of this entry »