It is when companies proactively reach out to consumers to connect with them and shape their brand image. Active and emotive type of marketing: active marketing entails conscious participation by a company to promote its brand.The term can be better understood by studying the following keywords: With companies going to such lengths to uplift their brands, one might be curious about what brand activation is and why it is so important.īrand activation is an active and emotive type of marketing carried out in the form of a campaign, event, interaction, or experience with an aim to induce customer action and build a bi-directional relationship between the brand and the customer. Recently, Oreo built an asteroid-proof vault in Norway to protect the cookies from a potential asteroid attack, while Carlsberg launched a billboard dispensing free beer for the consumers. In this tussle for attention, brands bend over backwards to engage and interact with their potential customers. However, it has become necessary for the companies who want to connect with their customers and elevate their brand in today’s times. Traditionally brand activation was perceived as a marketing gimmick. It’s the two-sided interaction between the brand and the customer where the brand develops experiences to stand out in the customer’s eyes.
Brand activation helps the consumer relate to the brand in a better way and as a result the brand becomes a part of their lives.
This is where brand activation enters the picture. They need something unique and out of the box to stand out from the crowd. While dealing with today’s knowledgeable customers, brands can no longer expect to grab attention with simple advertisements or billboards.
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