What Is Brand Activation?
It's about engaging consumers at an emotional level and driving them to take action. Brand Activation a relatively new "term" in the industry, there is much debate around the exact definition of Brand Activation.
It's pretty simple really; it's all about bringing the spirit of brands to life. The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes to creating trust between the customer, the society, and the brand (i.e. company). And trust is a key factor in creating loyalty between consumers and brands. "Brand Activation a natural step in the evolution of the Brands" Brand Activation, is the Marketing/Brand activity that enables the consumers to live life in the Brand Way. every brand has a core identity and extended identity. the brand also stands for the proposition. You take the brand identity and the proposition and blend those two you develop a brand activity/program in which the consumers get to live their life in the way the brand promises life to be. Let's have an example to clarify brand activation.
An example can be the LUX beauty contest. Lux is a beauty soap. its proposition is to increase your beauty and the brand personality is the young successful beautiful woman.
The brand identifies itself with beautiful celebrities, i.e. film stars like Aishwarya Rai of India. combining all these brand elements you develop and implement a Lux beauty contest. you select the most beautiful girl in the nation and she gets her crown from Ash. She wins loads of prizes from LUx, gets her cosmetics and other beauty products courtesy of Lux, and gets selected for the new face of the next upcoming film of Yash Chopra as the new debutant. If she really can prove herself then the tinsel world is all hers and she becomes a STAR. so you are taking an ordinary girl and making her a star courtesy of Lux. this is Lux Brand Activation. Making one girl live life in the Lux way while stimulating the aspirations of millions of other girls, who dream of being the star. they start to think "if she can be a star why not me". Well not every girl who uses Lux becomes a star but they strive to be. at the end of the day, all this is done to increase brand sales, awareness, and loyalty.
Have a look at some interesting Brand Activations in the recent times:
http://www.youtube.com/watch?v=7mt982cPZoc
http://www.youtube.com/watch?v=7Kl80XTZ5ZY
http://www.youtube.com/watch?v=f6ebM3I8YlA
9 Comments
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