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What does customer engagement have to do with branding?

I attended “The ‘Holy Grail’ of Customer Engagement” on February 16, 2012. Here is the AZIMA event description:
In the Age of the Individual, all marketing is becoming “direct” marketing and “serving” has become the new “selling.” To acquire and retain customers in today’s highly competitive marketplace, the ability to deliver relevant information and timely offers personalized to [...]