Just read a blogpost on Communities Dominate Brands about Engagement Marketing at Mini.

Somehow having problems with the Engagement Marketing route.. The danger lies in it that you end up with undifferentiated product with no clear intrinsic value that is compensated with a kind of entertaining function added on top of the “so so” product to create a feeling of community or belonging. Resulting with greatly stimulated senses but no deep emotional connect based on emotions.. Hmm…

Decided to put some thought into a slide..(click on it)