February 4, 2011
I found a copy of Razorfish’s Liminal last night (via twitter) and was struck by a couple of things. First off, the production value is amazing. It’s beautiful and has a very modern feel while maintaining an almost archival quality. Their design team deserves kudos.
Second, in their prologue, I really appreciated the honesty of their definiton of engagement.
“Engagement – Just the mention of it can spark a visceral response from marketers, partly because no one has pinpointed what it really means. Let’s get it out there: engagement is a messy, complicated idea – yet a critical one – because it gets to the heart of the relationship between customers and brands. We know that it is valuable, but the how, what and why of it is ambiguous as best”. – Razorfish Liminal 2011
If you have a few moments i’d highly suggest checking it out.