Brand Activation: A Stipulation for New Brand

If broadly defined, brand activation is a marketing interaction between consumer and the

brand, where consumers can understand the brand better. It mainly includes live public events,

brand theatre, sampling and selling, sponsorship activation, festival and activity, conference

and exhibitions, ambush marketing, corporate events, shopping centre road show and a lot

more activities to interact with customers and make them familiar with the brand. If deeply

strategized, it can have long term and better consequences for an organization.

Brand activation actually aims at activating the demand of brand by igniting the consumer with

captivating ideas. This helps motivating consumer’s commitment by emotionally connecting

consumer with a brand. This is a very important step for any small or large scale organization

because consumers will not purchase your product till they are not positively aware of it.

For the successful sales of any newly launched product, properly planned brand activation is

prerequisite. Consider a simple example of any newly launched ‘beauty product’. Brand

activation strategy for this kind of product may include promotions in shopping malls where

ladies frequently visit and attracting potential product customers by having stage shows

conducted by professional artists and models or it could include mall displays, media campaign,

sampling programs. In crux selecting suitable branding environment is required to shot up the

sales.

Other considerations while developing brand activation strategies include identifying

competition such as any major event happening which will interest target audience, keep

attendance and awareness level required for your product in mind, develop strategy to reach

each target market and do not forget to evaluate the success of program carried out, do include

short term and long term measurable outcomes, keep an eye what brand activation can

enhance the effectiveness of the traditional modes of communications as they can be more

focused to a particular target market.

As Dubai is rising as the business hub of world, many new organizations set up in there on

regular basis, many new products are launched every day. We Mosaic Live, a Dubai based

organization offer brand activation services covering every requirement like promotions via

professional models and artists, strategic branding, exhibitions and malls etc. Our end to end

strategic production, creative presentation, logistics and personalization has made us one of

the most recalled names in the media industry. Our renowned clients include Microsoft, Jonny

Walker, and Ministry of Foreign affairs U.A.E etc.