Client engagement is essential for any brand, but it should always come with solutions. Jos Harrison, Global Head of Brand Experience and Design at Reckitt, tells us all about connection. His experience in different industries, from interior design to consumer packaged goods, has given him a broad understanding of this matter. Jos also talks about the way brands manage to connect with people on The NOW Gen and create a meaningful purpose and connection between them. This episode is full of invaluable insights and great tips.
- From the interior design industry to the CPG and OTC industry.
- Delivering solutions is of more importance than engagement.
- Engagement needs to have an inner reason than just connecting.
- Brand-consumer engagement comes from understanding their needs.
- Changes in the creative industry are the most rewarding.
“I don’t think there’s such a thing as a low engagement category. If we are asking people to hand over their hard-earned cash, uh, in exchange for a product or service, then it’s simply not that engagement. You know, it’s, it’s something that we, we as brand owners have to respect. I think we’ve got to deliver solutions that, um, that can engage with people all the way through their journey.”
“The purpose has to sit at the heart of the engagement between the brand and that that end user because if it doesn’t have a reason to exist why would I buy it? Why would I engage with it? I have hundreds of choices plus I can choose to find my own making a solution myself necessarily.”
“Everyone is managing their own individual brand platforms.”
“I think that demonstrating your empathy with the person that’s trying to solve a problem can come in 70 different ways. And that’s what tends to generate those little moments of gratification, because that person feels that you actually care as a brand. You prepare to take action based on that.”
“The constant changing is always massively and refreshing. And I think anyone in any creative industry probably feels that same constant refresh of the challenge, which is brilliant. I would have to say that the work I do now is by far the most rewarding.”