In reply to Cmward.

Good point. Brands in the future will have many more tools at their disposal to promote the brand and to reinforce their specific attributes. So in addition to engagement to make the brand memorable the form of that engagement can focus on specific "after-effects" of that engagement. To leave an impression or feeling that the brand wants its customers to associate with it. It could be "winning a game", "creating something", or simply "the amazement of discovery", etc.