Leading brands create customer engagement by building community. Brand innovation expert Kyle Hermans has helped dozens of global and local brands create evolution and change for the future of their business. Kyle Hermans has a fascinating, and entertaining take on how to use community in brand building by creating customer engagement. Since the advent of social media, building community and customer engagement based upon the ideas, and suggestions of passionate members of the brand community can lead to sustained growth and consumer loyalty.
Branding was originally about visual identify. Now it’s moving into some interesting places of also “What does it sound like?” “What are the words, what is the music? What are those jingles? What is the tonality?“ And of course, deep down it’s also needed to connect on a very deep level to the emotional system, “Can I emotionally connect to what this company is saying and doing? Do I emotionally connect to how this company makes me feel when I think about it, when I watch those commercials, or interact with their products?”
Customer engagement in the brand evolution and brand innovation process is now essential.