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Brand activation refers to preparing a re-imagined brand to meet the outside world; getting the collateral elements and brand launch programmes ready for print and production. A memorable brand launch with intriguing activation events is crucial to burning a brand’s fresh approach into the hearts and minds of consumers. This requires both extreme creativity and attention to detail, encompassing everything from creative concept to event branding. They offer brand engagement programmes to clients’ employees, immersing them in the new brand personality and ethos, producing a home-grown squad of brand ambassadors. Ignition, thus, is the key to transforming bright ideas and careful planning into a living, breathing brand. The digital age calls for a change in the way that brands interact and engage with consumers. An array of online channels provides increased touch points where consumers can connect with countless brands often beyond the manufacturer’s or retailer’s control. It is vital for small and big businesses alike to shift their traditional strategies in order to determine the most effective ways to interact with their target market at these touch points. As consumers spend more time engaging with brands in an online environment, businesses must realign their strategies and budgets and develop an internet marketing plan that hits the mark. The journey towards making a purchase begins with a consideration-phase in which brands are selected based on exposure to advertising, word of mouth recommendations, and so forth. There is a trend for traditional marketers to overemphasize the ‘consider’ and ‘buy’ stages of the consumer journey, allocating too many resources and too much budget towards advertising and retail promotion. In a CDJ model, there is a tendency for consumers to select fewer brands for consideration in the initial stage as they are bombarded by a saturation of brand choices in the modern media. In the evaluate stage, consumers add some brands to the consideration list and discard others based on input from peers, reviews, retailers, the brand and its competitors. In a digital age, the ‘evaluate’ (and ‘advocate’) stage(s) become increasingly relevant and more resources should be allocated to guiding consumers’ evaluation processes and spreading a positive message following purchase. Today’s advertising agencies are faced with a vast number of media options. With the growing application of wireless and Internet technologies, communications options now include PDAs, electronic billboards, blimps, cell phones, and even gas station pumps. The agencies realize that a critical objective is to utilize media to more effectively target defined audiences and communicate quickly updated information and promotions. More than ever, the use of multi- and cross-media strategies is critical to successful business communications. Brand Activation, Brand Communication, Brand Strategy and Ad Agency
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