In developing your brand, focus on engagement, not sales. 

You want to engage the consumer on an emotional level and to effectively communicate it across their entire brand experience.  When you think of an emotional connection with a brand, Disney has one of the best practices of consumer engagement and brand leveraging across all its business units.  Brand engagement should be a key focus of your brand strategy.

Image: http://www.premierdisplays.com/disney-magic/

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