In motor sport, for sure the aim is to get recognition, even make a status statement… but the objective is to trigger a process that ends in the recipient of the brand message making a purchase or influencing a purchase. Engagement. Next is the connection – physically and emotionally – with the target audience. Experiential. Sampling at an event with give-aways is the basic demonstration of both; but things have moved on in response to the expectations of ‘the prospective customer’… hands-on, get involved, feel it, smell it and get up close and personal. Ambush marketing is frowned upon, viral can irritate, guerilla tactics can backfire… selection and deployment of your engagement and experiential programs is crucial and must be a part of an integrated campaign. Both in branding and tactical communications your strategy has to have a clarity and consistency – and it must be a long-term view. The days of ‘just doing a brochure’ are history – marketing is now led by having an evolving and scalable program that is relevant, in context and responsive to the audience; while capturing data, opinion and market intelligence.