Consumer engagement: crossing the barrier

Graham Ellor

Today it is harder than ever for a brand to stand out from the crowd and make its mark. But consumer engagement offers a lifeline for brands to (re-)establish relevance.

Consumer engagement: crossing the barrier

Graham Ellor

It is one of the great paradoxes of the 21st century. In a society teeming with choice and the subsequent potential for greater individuality, we have somehow managed to become more and more alike. In the midst of all this, brands have followed suit. With few exceptions, we wear the same brands, drink the same brands and talk about the same brands. Consequently, it has become harder and harder for a brand to make its mark.

So what is the way forward? This article argues that consumer engagement offers a lifeline for brands...

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