More and more, I like the word “appeal” and its implications for marketing and facilitating the building of relationships.
The definition of “appeal” (according to the World English Dictionary) is “the power to attract, please, stimulate, or interest.” So, if we apply that to marketing, it means thatbrands that think in terms of “appeal” are more likely to try to attract, please, stimulate, and provide interest for the consumer — all behaviors of engagement, which is the foundation of relationships.