The engagement entry point

Craig Kleber

Engagement is still critical for brands but it is in danger of losing its value, so this article argues that now is the time to appreciate the 'engagement entry point' - a brand-specific touchpoint that make people like a brand or not.

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...

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