How mobile builds brand engagement

When I am bored on the train, I open Quora's app on my iPhone to answer questions about branding. It is enjoyable and makes me feel like an "owner" of the brand. That is a personal example of how Quora's mobile app builds engagement with the brand for me - it turns me into one of the experts.

Similarly, I like the Drudge Report app because it lets me share news easily. The brand is about instant news updates, and by using the app I become a participant in generating that brand experience.

Twitter is probably the epitome of the mobile app building the brand as it offers real-time status updates created by you and those you follow.

Anytime you both use and create the brand using the mobile app, you are engaged in the brand experience.

(cross-posted from my answer at Quora)

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.