Driving Brand Engagement Downstream – Part 1

Brand development is one of my favourite areas of marketing and I enjoy watching brands come up with innovative ways to connect with their consumers. Brand development is a challenge for modern brands as often the vast majority of sales are made through retailers or online where it can be very difficult to establish consumer-brand relationships. I’ve been interested in watching how brands overcome these obstacles, and it seems that today more and more brands are beginning to embrace this particular issue and are developing effective strategies to address it.  I’m going to unpack this issue in two parts – this article will ‘set the scene’, while the next will identify some examples of brands that have executed strategies to effectively drive consumer engagement.

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