Take this campaign from water sports equipment brand Tribord as an example. This type of campaign can be a powerful way to get your brand in front of people and make it stick in their mind. Perhaps the best way to activate your brand in people’s minds is by allowing them to experience it first-hand.Įxperiential marketing has become increasingly prevalent in the last few years, perhaps the most famous example being Carlsberg’s ridiculously successful beer poster campaign.

Let’s take a look at some of those methods. With an increasing number of channels and touch points comes a growing number of ways to introduce your brand to people. Perhaps it would be helpful to look at a few examples of brand activation and the different types of activities it might involve. If your brand is a cold and lifeless lump of coal in the dark, brand activation is the firelighter that makes it burn hot and bright for all to see.

I’m a writer, so excuse me while I attempt a metaphor. Whereas brand marketing is the all-encompassing ongoing process of promoting and maintaining your company’s brand. Except it specifically refers to the process of getting your brand from one state to another, better, state. It needs to go through the process of switching people’s minds over to the new brand and making them aware of it. If a business wants to rebrand itself it can’t just make a few changes and hope people notice. And it needs to be ‘activated’ before it can be of any use.īut it doesn’t just apply to new brands. Nobody knows who you are and they sure as hell aren’t aware of your brand. Think about when you first start a business. The phrase essentially refers to the process of making your brand known to people, increasing awareness and engagement through some kind of brand experience. In this post I’m going to go beyond the fluffy words and explore what brand activation is and how it could help your business. It’s got meaningless marketing buzzword written all over it.īut as I researched the term further I began to realise that it is actually quite an interesting topic, and that sometimes we actually just need a simple term with which to quickly and easily refer to things. I’l be honest: when I first heard the term brand activation my eyes almost rolled out of my head altogether.

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