Get 'em young.

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You'd have to be fairly cold-hearted for this correspondence between eager toddler and supermarket supremo not to raise a smile. But what I find most interesting aren't the letters themselves, but the general reaction to them.

So far, the two letters have been shared on Facebook over 1600 times, 'liked' 7500 times and have received 75 comments on my personal feed (90% of which are positive). It has done the rounds on Flikr, trended on Twitter and made it's way round our office.

If you read Marketing this week however, you'll have seen the words "Frankly Marketeer, I don't give a damn. The great brand engagement myth: why you're sick of the 'e' word."

As an industry, we love our jargon.  And 'engagement' is perhaps the most overused term in our daily vocabulary. It seems virtually impossible to sit through a meeting without the term being thrown into the mix.

But the way in which people have reacted to these letters just goes to prove that engagement is a term that should remain at the forefront of what we do.  It should be something we strive for and continue to celebrate.  There's a reason it remains so prevalent. It most certainly is not a myth.

The most important thing is to be clear about what it means to you, as an individual or as a business.

Check out our engagement survey below to see what we think this 'buzzword' means.

http://www.tbch.co.uk/customerengagement/