Marketing, customer engagement and brand loyalty

In developing marketing communications, business strategists and advertisers have traditionally devoted a lot of time to understanding consumer behavior. The whole business model of building meaningful brands has been rooted in this. That's what creates brand loyalty.

But to think in creative, social media orientated marketing terms, all of us in the advertising business, whether CEO or head of marketing director. We all need to go beyond that and deeply explore and understand the nature of our clients' businesses, their companies and brand DNA, just as deeply as we understand the consumer. Then we can begin to see how these two areas of deep understanding can work together.