However, it has actually paved the way for a highly successful form of brand activation that puts consumers at the heart of all actions. This may seem like a major challenge for brands whose ultimate goal is to sell more. Today’s business climate is one of an attention economy where consumers value experiences over ‘stuff’. With this in mind, we've highlighted a variety of ways that a brand can activate itself, no matter whether it has start-up status or simply wants to build new momentum. Furthermore, the 21stcentury world is an experienced economy where consumers want brands to stand for something and stimulate an emotional response rather than simply sell them more stuff. Before that begins, there are a number of things to bear in mind.įirstly, with so many channels to market across, it will be important to consider each of them in order to create an optimal strategy. If a business wants to reinvigorate the way it communicates with its audiences, it needs to go through the same, often rigorous process of altering or raising consumer awareness and perception. However, brand activation should not just apply to new brands. It has to be activated in some way to drive consumer attention its way. Think about when a business first starts out: it may have a target consumer in mind but the likelihood is that no-one has heard of it, rendering their offering effectively useless. A relatively new term, brand activation summarises the process of making a brand better known to its target audience.
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