Many brands are already finding ways to do this with new digital and omni-channel technologies. ĭoing this on a consistent, cost-effective and scalable basis is critical to having the most successful possible campaigns. In this respect, activation is critical because generating personal, emotional responses form consumers is essential to building or maintaining any lasting brand. In a narrower sense, brand activation can apply to campaigns and initiatives that help consumers feel connected with a brand.
Because there are always new and dynamic ways to allow consumers to directly interact with a brand, many brands respond to possible brand activation efforts by going as large and broad in their campaigns as possible, without necessarily being certain that they can predictably tie the engagement they create to customer acquisition and revenue.
How to Practice Brand Activation at Any Scaleīrand Activation isn’t a simple task.
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