Engagement
Return on Engagement
On-going member discussion and related materials on the "MI-4" initiative which explores evolution from exposure to engagement.
21st Century Marketing
This article reviews the impact of customer engagement, organization, and production management on driving marketing efforts.
Whirlpool: The Greatest Story Never Told
This case study explores how Whirlpool leveraged a unique brand asset to fortify customer loyalty and increase sales.
A New Formula for Customer Engagement
This presentation reviews the necessity for brand builders to win in this evolving marketplace and what that means for the agency model.
First Moment of Truth: A Case for Change
This presentation explores the "first moment of truth" when a shopper in a store decides to buy your company's product, or its competitor's.
Smart Customization: Marketing in a World Where Fragmentation (Unfortunately) Matters
This presentation addresses the issue of managing brand equity and the cost of delivery while outlining marketers' fitful attempts to learn how to customize their offerings without compromising scale or profitability. It also provides the lessons of Smart Customization.
