Whether ’tis Nobler in the mind to suffer
The Slings and Arrows of outrageous Fortune,
Or to take Arms against a Sea of troubles,
And by opposing end them …

This slight adaptation of Shakespeare’s famous soliloquy seemed fitting in a week when the ‘engagement’ debate has raged again.

Amongst the various discussions on Twitter, I noticed reference to an article on the Marketing website describing what it called ‘The great brand engagement myth’.  To set the tone of the article, it is accompanied by an image of Gone with the Wind character Rhett Butler and the phrase “Frankly marketeer I don’t give a damn”.

You will need to be registered to read the whole article. If you are not, it isn’t the most ‘engaging’ registration process or ‘customer experience’ so I hope the publisher’s don’t mind if I give the article more exposure by quoting some passages from it in order to give you a flavour of the comments from pundits and marketers …

A comment that stood out to me particularly was from Ben Hammersley, editor of Wired UK magazine:-

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