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Entries in Brand Engagement Survey (12)


Win or Lose? Factors of Engagement with Sports Brands

Image © Gensler

Whenever my husband and I travel outside of the United States, we like to play a game called “count the American sports logos.” On our last trip to Italy, we spied over 50, including those of the Alabama Crimson Tide, the Los Angeles Lakers, and to our surprise, the Washington Wizards (we saw a full-on official John Wall Washington Wizards jersey). But the ones we saw the most belonged to the New York Yankees and Dallas Cowboys. Surprise, surprise.

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Brand Engagement: People and Passion, Part Two

1871 at the Merchandise Mart in Chicago. Photo by Antuany Smith, © Gensler.

In my first blog post I said that engagement is emotional, not transactional. And yet unfortunately I’ve seen too many companies try to measure customer engagement with transactional metrics like social media likes or follows, mobile downloads, and other online or digital interactions. These can certainly be signals of engagement, and fortunately are (relatively) easy to quantify, but they can’t define engagement on their own. We have to go deeper to truly understand what drives emotion – the foundation of real engagement.

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Brand Engagement: People and Passion, Part One

McEvoy Ranch at the Ferry Building in San Francisco. Photo by Sherman Takata, © Gensler.

Brands are people; people are brands. This statement may resemble clichéd jargon, but it’s true. Here’s why: consumers actively choose brands based on personal values and aspirations, which is not so different from the way we choose our friends, significant others, spouses. This kind of alignment of personal priorities sparks real emotion and connection. And, companies don’t create brands, people do. Companies create new services, products, names, logos; but its’ customers—people—who give them life and longevity by making them a part of their own lives. This kind of engagement is emotional, not transactional. It’s all about people and passion.

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Brand Engagement: Empowering People

Technology is rapidly increasing our ability to conduct transactions without any human interactions. Shown here: The Hyundai Card Air Lounge at Incheon International Airport, Korea. Original photo by Ryan Gobuty, © Gensler.

Retailers around the world are experimenting with technology to increase sales. Generally speaking the focus is around empowering customers with information and access to bring them closer to the buying motion with as little effort as possible. New store models that are as simple as posters on walls with pictures and symbols, such as the Tesco installation in the Korean subway, are letting customers make impromptu purchases in nontraditional transaction environments.

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Brand Engagement: Getting to the “Why”

The subtle details of design can embody clients’ missions, motivations, heritage and history. Shown here: Fourth Presbyterian Church of Chicago, Illinois. Photos by Stephen Kellogg and Christina Visscher © Gensler

When reading the 2013 Gensler Brand Engagement Survey results, I was struck by the many parallels between the ideas about consumer brand engagement and the way that our brand design discipline delivers work to our own customers. Much like the customer engagement pyramid that inspired our research, we seek to meet expectations, meet desires and ultimately meet our client’s unrecognized needs. We do this by engaging our clients in a process that includes three steps—Define. Design. Deliver.

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