Many people do not understand the term Brand Engagement, they simply see it as another piece of marketing jargon. Indeed, the way it is used by the vast majority of marketeers, it is just another piece of jargon in the ‘bingo lingo’ dictionary of marketing phrases.

However, when delivered in the right way with the right audience, Brand Engagement can be infinitely more powerful than pretty much any other marketing tool.

Please let me explain by telling the true story of something ground breaking that occurred while I was running an engagement programme a few years ago.

A recent article in the FT by retail guru Mary Portas highlights how COVID-19 is further decimating our high streets and shopping centres and is bringing about the end of the ‘average and mediocre’ retail experience that we have all come to know and tolerate.

‘In the brave new world that we are reaching for now, the quantity of stores will go down but quality is more likely to go up. And here’s the good bit for the shopper. Average is over. Mediocrity is out the window, along with our summer travel plans. The bland, the dull, the middle-of-the-road merchandise — forget it. The retail businesses that will survive, the ones who will come out with a deeper connection to their followers (note I don’t say consumers: the days of rabid consumerism are over), are those with hard-earned brand equity.’

We wholeheartedly agree but would go further.

Vyaire Medical specialises in respiratory healthcare and appointed Extonare Ltd as its marketing and events agency in March 2018. Since this time we have delivered a wide range of projects including tradeshows, conferences, training programmes, video content and marketing materials.

Vyaire Medical is one of only a limited number of global manufacturers of ventilators and is therefore supplying the frontline in the fight against COVID-19.