4-Engagement Brands

“The key thing for me is directly engaging with your consumers to leave them with an overall impression that changes their perception of your brand. Experiential marketing is designed to do more than just demonstrate the functional benefits of your product…It’s all about immersing the consumer in what we call our experience circle-you bring them into that circle, talk to them for 30 seconds or five minutes, and you help change the way that consumer perceives the brand.” Aiden Tracey, President, Mosaic Experiential Marketing | Marketing, 12 May 2008

“Let the consumer use your product. If you’re a car company, let them sit in it. Let them turn the engine over and hear it. If you’re a wireless company, let them touch the phone and see the features. Getting the product into consumers’ hands is the most influential part of what experiential marketing can do.” Aiden Tracey, President, Mosaic Experiential Marketing | Marketing, 12 May 2008

“All good marketers know that at the heart of a strong brand are consistent, strong experiences. A bigger task is showing our clients we can be another part of their mass communications strategy. It’s about getting a seat at the table early on, starting with ‘what’s your strategy in the field to connect with the consumer?’ We then work collaboratively with their advertising AOR [agency of record]. We don’t necessarily get involved with the creative for TV or print, but we do the creative that gets brought to field. In some cases the ideas are strong enough that they become the mass idea.” Aiden Tracey, President, Mosaic Experiential Marketing | Marketing, 12 May 2008

“In the past, it was about product quality. Now it is about brand provenance.”  - Rupert Younger, Director, Centre for Corporate Reputation, Said Business School, Oxford University | Financial Times 30 June 2008

“How a corporation behaves will determine its reputation.” - Bob Wigley, Chairman, EMEA, Merrill Lynch International | Financial Times 30 June 2008

“The way in which a company is perceived has a big impact on the recruitment and retention of staff.” Rober Perry, Chairman, Johnstone Press UK | Financial Times 30 June 2008

“Today’s marketplace is a very competitive one in terms of talent. A company’s employees are its most important stakeholders, its only real asset” - Bob Wigley, Chairman, EMEA, Merrill Lynch International | Financial Times 30 June 2008

“In today’s search-driven world, prospects care more about relevance than they do about sources…That means the giving prospects a portfolio of content tuned to their needs: Ditch the pitch. Eliminate buzzwords. Demonstrate value.” - Paul Gillin, writer and consultant | BtoB Special Issue, Lead Generation Guide 2008

“During the past 30 years, I’ve found that the shorter my quotes or proposals were - the more concise - the more business I got. Think about the junk mail you get: Don’t you read what’s quick and throw out what’s thick and bulky? The same thing is true of proposals.” Hal Becker, Author and trainer in sales and customer service

“What we’ve learned is that loyalty on the PC doesn’t necessarily transfer to the mobile phone.” - Phil Holden, Director, Online Services, Microsoft

“Google is trying to replicate a 20-inch experience on a 2-inch screen, and that’s leaving them, inevitably, about 90 percent short.” Imad Mouline, CTO, Gomez

“Mobile consumers are typically on the run with little time or patience for typing on pint-sized keypads. As for pages of search results - forget about it. There isn’t nearly enough screen space for that.” Sameer Mithal, Principal Analyst, IBB Consulting

“This is about providing answers, not links.” Marc Davis, Chief Scientist, Connected Life, division of Yahoo

“We think that what we do is highly transferable to the mobile device.” Matt Waddell, Chief of Mobile and Developer Products, Google

“Everyone wants to bash the incumbent, but I’d rather take a page out of the playback from judo, leveraging the strengths that they [Google] have and building on top of that.” Brian Lent, CEO, Medio.