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What is brand activation?

What is brand activation?

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  • Answer:

    Here's one way to think about it:  "Brand Advertising" is frequently thought of as TV spots, radio spots, print ads, online advertisements.  "Brand Sponsorships" are when a brand pays to have preferred placement -- it could be enormous sponsorships like an athletic center (TD Bank Garden, Citi Field, etc), of a college bowl (Chick-Fil-A Bowl), official sponsor of a league, sponsorship of an award (NFL Defensive Player of the Game), or simply sponsoring a program or a web presence (the Radio Shack In-Box).  It's an exchange of money for prime real estate/advertisement.  Usually it is logo placement, or preferential treatment (advertising spots). Brand Activation is when a marketer goes deeper and engages with customers and prospects.  Live events, deep online engagement, contests that require ongoing engagement/interaction.  It also can entail a sharing of content with a partner to jointly launch an initiative -- the marketer makes sure the experience is "on-brand", the combination of partners provide content, experts, funding, and properties. "Activation" extends the marketing strategy to allow for customer interaction.

Glenn Engler at Quora Visit the source

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I think that there are two types: 1) When the Brand is activated in the community - creating shared value through its efforts, actions and communications 2) When the consumer plugs into the brand message and moves from a prospect to a customer, or into an interactive state with the brand.  They are therefore activated into the brand. That's only an over-view, but I hope it's somewhat helpful. Neil

Neil Hopkins

Creation of touchpoint(s) to get the brand connect with its target.I personally define it as "everything that demonstrates the brand purpose".Almost every brand strategist will have his/her own intuitive definition.Cheers,

Fer Rullan

Brand Activation is a somewhat new term within the industry, it was previously known as 'below the line' to most. It's all about bringing the spirit of brands to life. It is about making brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes in creating trust between the customer, society and the brand. To learn more join my LinkedIn group called 'Brand Activation: Cutting Through The Clutter'.

Patrick Weir

A brand activation is a marketing method which involves engaging consumers by creating an experience and allowing them to interact with the brand.  By engaging with consumers and involving them in an event or experience brands are able to foster positive associations and create long-term brand loyalty. Here is a cool infographic to illustrate why brand  activations work here : http://expandabrand.com.au/why-brand-activations-work/

Ronel Singarum

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