Brand Activation: What We Can Learn From Trends In 2013 Reviewed by Momizat on . In today’s world, the business environment is becoming more challenging. Rapidly changing technology, a more demanding customer, cutthroat competition, among ot In today’s world, the business environment is becoming more challenging. Rapidly changing technology, a more demanding customer, cutthroat competition, among ot Rating: 0
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Brand Activation: What We Can Learn From Trends In 2013

In today’s world, the business environment is becoming more challenging. Rapidly changing technology, a more demanding customer, cutthroat competition, among other market variables has really stiffened competition. In order to remain afloat especially during volatility or lull, an entrepreneur will stand a better chance by employing brand activation. This business strategy helps create an emotional connection between the consumer and the product. This ensures that not only will a customer feel contended, but also the brand loyalty remains for a long time. In the just concluded year, they were some shift when it came to brand activation. The following were some trends that took centre stage:

Below-The- Line Marketing Comes Of Age

The main tools used in building and maintaining a brand is either Below-The- Line (BTL), or Above-the-line (ATL). ATL line is known to have a wider coverage. This is convenient when targeting the masses. Unfortunately, it lacks the personal engagement or attachment. BTL on the other hand has the personal connection but lacks the wide coverage. Despite the shortcomings, more marketers, individuals, and companies were more willing to apply BTL instead of ATL promotion. This was further influenced by internet marketing tools such as social media networks, e-mail listing, blog forums, and much more.

brand activation

Adding Life to a Brand Gets a New Meaning

Traditionally, giving a brand the much-needed “oomph” was an additionally process. It was all about creating and recreating a brand. This probably explains why so many re-branding strategies took place. In order to revitalize a brand as well as have a stronghold in a market niche, it was necessary to always to dance to the “customer’s tune.” Nevertheless, activating the brand also took place in a unique manner. Rather than re-branding, some firms opted to de-brand. This strange approach worked for some companies. For instance, Coca-cola UK used de-branding to further increase the marketing penetration of the beverage drink.

Measuring the Brand Impact Still a Challenge

A well laid out brand engagement strategy will always lead to promising results. This may be seen in the growth of customer numbers, increased sales, increased online activity, or better ranking of the website. Unfortunately, though it has become easier to monitor the growth, it is still a challenge to get accurate information. An events company, or a marketing firm may not be able to effective quantify or qualify the positive impacts of a branding strategy. This calls for a more reliable way to measure the effects of brand engagement.

If the happenings that took place in the year 2013 are anything to go by, then any marketer, events company, or businessperson should expect a more lively 2014. The ever-changing market and dynamism in technology will always create new strategies for businesses. However, brand engagement remains one of the main tools to watch out for in the year. New trends will be discovered while older strategies that are effective may also receive an upgrade. As a matter of fact, brand activation is becoming more accepted as a way of life rather than just a basic marketing tool.

Kenneth Fabian, Founder & Owner of OGL Asia – a brand activation company specialising in Events, Exhibition and Design Communications since 1989.

With 27 years of experience, Kenneth was able to gather the right contacts, strategies and resources to ensure an effective brand engagement.

About The Author

SEO Cunsultent

Muhammad Aamir is an avid learner and online marketing consulting. Including guest blogger, blog posts sailing and link building. Social Profiles: Twitter, Facebook, Google Plus Contact: muhammadaamir2013@gmail.com

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