Interaction is powerful because it helps strengthen brand associations in memory. The more your customers interact with your brand the stronger the connection between your brand and its category becomes, i.e. increase in synaptic efficacy. This is why ruthless consistency and repetition is key. Coca-Cola and happiness is a classic example.
Think about it. You go to a party and walk past someone who nods at you. You walk past someone and spend some time talking to them. Who are you going to remember? The same applies to brands. That’s why brand interaction and engagement is key. Consistent repetition fuses brand and category associations in your brand.