The engagement entry point
Craig KleberDDB Los Angeles
Engagement is hard to value, but the engagement entry point, a brand-specific touchpoint that dazzles consumers, offers a more tangible measure of success.
The airline's executive lounge at Heathrow Airport is a true engagement point, which gels and elevates everything else
Unless engagement can be understood in more qualitative, rather than quantitative, terms, it will become a bit like the German Mark of the early 1920s, a currency that lost its value. Until recently, it was enough to focus on engagement alone, versus the type and quality. Now we need something...