An article written by Alan Mitchell featured on Marketing Magazine last week made us think and re-think about the definition of consumer engagement. In his article, entitled ‘The great brand engagement myth’, Mitchell highlights that “every brand wants to engage better with its customers, so why should the ‘e’ word put marketers’ backs up?” An article written by Alan Mitchell featured on Marketing Magazine last week made us think and re-think about the definition of consumer engagement. In his article, entitled ‘The great brand engagement myth’, Mitchell highlights that “every brand wants to engage better with its customers, so why should the ‘e’ word put marketers’ backs up?”