brand activation a stipulation for new brand
TRANSCRIPT
Brand Activation: A Stipulation for New Brand
If broadly defined, brand activation is a marketing interaction between consumer and the
brand, where consumers can understand the brand better. It mainly includes live public events,
brand theatre, sampling and selling, sponsorship activation, festival and activity, conference
and exhibitions, ambush marketing, corporate events, shopping centre road show and a lot
more activities to interact with customers and make them familiar with the brand. If deeply
strategized, it can have long term and better consequences for an organization.
Brand activation actually aims at activating the demand of brand by igniting the consumer with
captivating ideas. This helps motivating consumer’s commitment by emotionally connecting
consumer with a brand. This is a very important step for any small or large scale organization
because consumers will not purchase your product till they are not positively aware of it.
For the successful sales of any newly launched product, properly planned brand activation is
prerequisite. Consider a simple example of any newly launched ‘beauty product’. Brand
activation strategy for this kind of product may include promotions in shopping malls where
ladies frequently visit and attracting potential product customers by having stage shows
conducted by professional artists and models or it could include mall displays, media campaign,
sampling programs. In crux selecting suitable branding environment is required to shot up the
sales.
Other considerations while developing brand activation strategies include identifying
competition such as any major event happening which will interest target audience, keep
attendance and awareness level required for your product in mind, develop strategy to reach
each target market and do not forget to evaluate the success of program carried out, do include
short term and long term measurable outcomes, keep an eye what brand activation can
enhance the effectiveness of the traditional modes of communications as they can be more
focused to a particular target market.
As Dubai is rising as the business hub of world, many new organizations set up in there on
regular basis, many new products are launched every day. We Mosaic Live, a Dubai based
organization offer brand activation services covering every requirement like promotions via
professional models and artists, strategic branding, exhibitions and malls etc. Our end to end
strategic production, creative presentation, logistics and personalization has made us one of
the most recalled names in the media industry. Our renowned clients include Microsoft, Jonny
Walker, and Ministry of Foreign affairs U.A.E etc.