4. Create an engagement idea: where any other idea has to execute through unexpectedness, an engagement idea also has to provoke or invite the customer to take a role in the experience. Unlike many other ideas, it looks to the long term. 5. Develop a blueprint for engagement. How do you bring it all together? 6. Then turn that blueprint into an actual plan where the customer experience is mapped: how that idea feeds through each channel, impacts on each touch point and how intimate the experience will be. CUSTOMER-CENTRICITY DAVE – or similar tools – finally provides a systematic path to customer centricity: the promised land of the digital age. The Performance Brand DAVE (and his other companions in the industry) represents the “big” leap we had always hoped for. But can we leap further still? Is there such a thing as the performance brand? A brand where the ability to engage, and to do that programmatically, and then change the media and creative mix dynamically based on results as they emerge, is baked in? It’s coming. It takes us into selling digital transformation itself to our clients, especially those