When people think, ‘brand activation’ many conjure up images of shopping mall centre courts filled with high definition televisions and eager promotional staff. Lets zoom in a little more and examine brand activation ideas for the South African SMME. Let’s break this down for a second: Basically the friendly contributors over at Wikipedia are trying to tell us that a brand activation involves using the elements of the marketing mix (above the line, below the line and through the line advertising channels) to carry out a marketing plan or idea Still a very general description at best. The activation phase typically comes after the planning phase…leaves much to be desired for any but the hardened branding specialist. Get right down to the nitty gritty however and many in business will struggle to pin down just what a brand activation is.Įven the description available on Wikipedia, ‘ the execution of the marketing mix as part of the marketing process. Brand activation, a catchphrase that is used with abandon in the marketing sphere of business such a positive phrase, to activate your brand, with connotations of growth and je de vivre.
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