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
Influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market. In influencer marketing, rather than marketing directly to a large group of consumers, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf. Find out more about ANA Influencer Marketing.