New Guide: Embracing Digital Product Innovation

According to a 2012 study from the Corporate Executive Board, just 23% of the more than 7,000 consumers surveyed said that they had a relationship with a brand. The rest of the participants gave comments such as, "It's just a brand, not a member of my family." While they might "like" brand profiles on social media or sign up for mailing lists, their goal is simply to take advantage of discount offers and freebies.

So how can you swing the pendulum and get consumers to truly engage? By making the experience as natural and frictionless as possible. People shouldn't need to constantly interact with your brand; "engagement" should feel as organic, frictionless, and natural to them as breathing.

In order to establish that kind of relationship products need to… read more.