Creating engagement: Depth over reach

This article argues that brands should aim for deeper brand experiences and audience engagement as this is a more effective way of building a brand, and sets out a measure to compare different types of brand activity.

Creating engagement: Depth over reach

Omaid Hiwaizi and Dan White Geometry Global and Millward Brown Europe

While both reach and depth approaches are likely to glean a return on investment, the nature of depth strategies will allow brands employing them to create greater and more sustainable impact by generating advocacy and driving repurchase.

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