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Understanding Brand Activation Strategies

Brand activation involves integrating communication channels creatively to stimulate consumer interest, trial, and loyalty toward a brand. It provides a platform for meaningful consumer interactions with the brand through experiences that spark passion. By proving its message via experiences, brand activation goes beyond simple advertising to invite the brand into consumers' daily lives through pull instead of push strategies.

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Mriganka Sinha
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109 views24 pages

Understanding Brand Activation Strategies

Brand activation involves integrating communication channels creatively to stimulate consumer interest, trial, and loyalty toward a brand. It provides a platform for meaningful consumer interactions with the brand through experiences that spark passion. By proving its message via experiences, brand activation goes beyond simple advertising to invite the brand into consumers' daily lives through pull instead of push strategies.

Uploaded by

Mriganka Sinha
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

BRAND

ACTIVATION
ACTIVATE
What is brand activation?

• It starts with a very lucrative idea of making your targeted


consumers to try your product and it ends with the repeat
purchase by the same consumers.

BIG QUESTION
What is brand activation?

• It is the seamless integration of all available communication


means in a creative platform in order to activate consumers.
Activation means stimulating:
1. interest

2. trial

3. loyalty
Why to Activate?

Choices >
Time <
So when too many choices,
& too little time,
the obvious thing to do
is to ignore stuff…
Unless it is

REMARKABLE Stuff worth marking a remark about


Meaningful (inter)action
is the key experience

Essence of BRAND ACTIVATION


Through meaningful (inter)action
people invite brands into their daily lives

Pull not Push


BRAND
ACTIVATION
Platform
For consume to come & start interacting with you

Experience
What is in it for me ?
It is the experience that sparks consumer passion
A Platform

to

Deliver the proof


The new way is to prove the message.
This does not only make the message credible,
it also makes it distinctive.
FROM ADVERTISING
TO
BRAND ACTIVATION
Power to people

• People have more choice than ever.


• They can get the products anywhere and can compare products
and services down to the minute details.
• This requires a more intelligent manner of communication by
companies.
• Simply advertising can be used to defend a market position in
many cases, however, this creates no leeway for growth. And
that is the aim after all.
So
What
Is
The
NEXT
ALTERNATIVE
LEAVE
THE
HAVEN
OF
&
Start
ACTIVATING
to be continue……………………
Relevance

• Informing becomes communicating as soon as the message is


relevant to the recipient. On account of the complete
irrelevance of many advertisements, the Dutch people claim
that they are more annoyed about advertising than pointless
violence.
Experiences

• Experiences are convincing. Also the experiences of others.


Active reference on account of a positive experience with the
brand is the most powerful instrument to activate people.
Brand activation Programme: Smart Diamond

• The creative platform or The Big Idea is the


basis of a BA programme. This idea is coupled
to an activity or activities that confirm the
message. Media is used to create awareness of
these activities. Interaction with the target
group is stimulated via media like e-mail and
internet. The sole aim here is: to stimulate:
interest, trial, loyalty. Each programme shall
be primarily based on one of these target
groups
Brand activation = Interaction

• New media has caused a revolution in communication: the


simplicity of interaction. Almost everyone has access to
internet. Stimulate people to interact. A Brand Activation
platform often has a site at the basis. The consumer accesses
the site of his/her own accord and therefore wants contact. A
wonderful opportunity to offer an experience that influences
the buying process

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