Brand engagement: Sex up service brands

Consumers feel less emotional toward functional or service brands, only tending to feel strongly or talk passionately about them when there is a negative or serious issue.

Brand engagement: Sex up service brands

Rob WilsonRPM

Functional, low-interest brands can be made more exciting if you follow five rules of engagement, explains Rob Wilson at RPM.

Too often when marketers are asked to describe successful brand experiences, they default to traditionally high-engagement brands from sectors such as fashion, sports and alcohol. We all get excited at live music experiences hosted by alcohol brands at festivals or events like Microsoft's Secret Cinema project in London. But engaging brand experiences can also play a role in low-engagement brands, such as energy, finance, telecoms and insurance.

Often not...

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