How do brands create valuable social currency?

The concept of social currency is often discussed in the brand and advertising world – campaigns are tasked with creating social currency  for their brands, as a means of inserting them into the cultural conversation and theoretically generating more sustainable awareness than that generated by a standard TV commercial or promotional driver. While the need for a brand to develop  “emotional engagement” with consumers is broadly recognized as key to long-term viability – the question of how, and what constitutes a positive “emotionally engaging experience” – is  more nebulous.

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