At today’s Fifth Annual Marketing Forum hosted by the Economist Magazine, I met up with executives from Landor Associates, an interactive branding agency that was sponsoring the show. The firm handles clients like FedEx and the NFL and focuses on both design and the customer experience. The best way to increase this experience is through engagement, according to almost everyone here today including executives from cereal cafe Cereality, eBay and organic cleaning products manufacturer Method.
According to Lori Rosenwater, executive director of brand engagement at Landor Associates, the best brand engagement program involves two elements, an engaging and inspiring dimmension combined with a practical component that grounds the brand in day-to-day activities.
And this rang true at the conference, as the panels hosted marketing stories intended to motivate audience members, while the tables were peppered with Cereality breakfast bars, Method cleaning products and the book “Brand Simple”, by Landor Associate managing director Allen P. Adamson, to keep marketers in attendance satisfied.
Practical meets informed.
-Dianna Dilworth
