Brand Activation Disciplines

The 6 disciplines that make up Brand Activation help bring the brand to life through connecting and interacting with consumers. For more insights and best practices, read our Brand Activation Insight Brief.

Promotion Marketing
Includes tactics that encourage short-term purchase, influence trail, and quantity of purchase, and are very measurable in volume, share and profit

  • Coupons
  • Sweepstakes
  • Rebates
  • Premiums
  • Special Packaging
  • Cause-Related
  • Licensing

Retailer Marketing
Recognizes that a true win-win for manufacturer, retailer and shopper would require specific shopper insights, collaborative planning and solutions between brand and retailer

  • Shopper Marketing
  • Omni-Channel
  • eCommerce

Relationship Marketing
Includes strategies and tactics for segmenting consumers to build loyalty. It leverages database marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs

  • Database Marketing
  • Loyalty Programs
  • Analytics

Experiential Marketing
Includes events and more individual experiences, such as a demonstration of a product's performance, extra care/personal connection, and grassroots events. Its importance lies in its ability to stimulate an emotional connection and reinforce an essence of the brand

  • Events
  • Sponsorship
  • Sampling

Content Marketing
Involves various methods to tell the brand story. More and more marketers are evolving their advertising to content marketing/storytelling to create more stickiness and emotional bonding with the consumer

  • Media
  • Point of Sale (POS)
  • Website
  • Packaging
  • Branded Entertainment

Influencer Marketing
This reflects the empowerment that technology has given today's consumer. Traditional marketing has been directed one way - to the consumer - whereas today's marketing needs to be a two-way dialogue including the consumer

  • Social Media
  • Word of Mouth
  • PR
  • Customer Service