Most brand activations are interactive, allowing audiences to engage directly with a brand and its products. Let’s get into it! What Is Brand Activation?īrand activation refers to a campaign, event, or interaction through which your brand generates awareness and builds lasting connections with your target audience. Today, we’ll walk you through the concept of brand activation, why it’s a valuable branding practice, and plus, we offer several tips and examples to guide you through successful brand activations. Marketers are constantly looking for new ways to cultivate deeper, personal connections between their brand and their target audience. In fact, personal value has twice the impact of business value when it comes to B2B purchase decisions ( source).

Now, these personal connections are essential to modern business success. In the past, it was merely considered a bonus if a brand resonated with its audience on a personal level. But, we’re here to tell you this: brand activation is much more than an industry buzzword. In the age of information overload, marketers face the challenge of separating flash-in-the-pan trends from truly valuable business tactics. A term like “brand activation” is almost guaranteed to inspire skepticism among modern marketers.

Engaged digital brand activation