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Rugby referees called for entry into the scrum shouting “crouch, touch, pause… engage!” The scrum is also called the engagement phase, a nice way of calling the rugby play in which the players form two compact groups and push each other with one goal: to get possession of the ball.

“Crouch, touch, pause… engage!” It’s what brands would like to shout at their customers, but it’s not as direct as in a rugby match… These are not orders that the consumer follows to the letter, you have to work on it…

“Brand engagement” is so widely used that even the true meaning is lost in the ambient noise, even more so with the translation of “engagement” to “engagement”. It is not the result of an attractive identity, a good product or even a high investment in advertising. When we talk about engagement, we are not talking about a rational concept, engagement is the most emotional side of relationships. The connections that customers feel with brands are purely emotional and the bonds that are created are fundamental, they mark a present and a future for the business.

Most definitions of brand engagement agree that it represents a heightened emotional relationship between a brand and its customers, and this relationship is driven by mutual interactions. This last word—interaction—is the critical part of the equation.

In this sense, brands invest in co-creation and customer engagement strategies focusing on value creation, rather than revenue. In this way, they transform their time and effort into growth and brand development, sowing the seeds of engagement.

When people identify with a brand on an emotional level and get a great experience with the product, they begin to build loyalty and engagement that can last forever. At the other end of the spectrum are customers without emotional connections who focus on product attributes, who will switch brands easily if they find another product that seems better to them. There is no doubt that the first alternative is better.



  1. Humanization of the brand. This is the age of people. A new framework where branding will evolve from a concept based on iconographic identity to human identity for the brand’s connections with the interior and exterior.

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Human Brands: The Naturalization of Trademarks

  1. Co-creation. Links between brands and people are achieved by incorporating the latter into the equation, involving them and making them feel that they are an important part of a story.
  2. Culture. You need to move from customer experience to customer-centric culture. Experience management is not simply a part of management, it is in itself a way of understanding the managementof the brand and the business itself.

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Customer Centric Culture

  1. Storydoing. People ask brands for much more than words, they want deeds. They challenge them to use their power and resources to intervene positively in the world. The power is in brands that anticipate and exceed customer expectations and demands.


Only people make the marks. Companies create products but those who really bring them to life are people, as they create powerful emotional connections and bonds, love them or hate and reject them. “Crouch, touch, pause… engage!”


Carlos Puig Falcó

CEO of Branward