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17 bRAND Activation Managemen

bRAND Management

All bRAND need to create an EMOTIONAL BOND with the target consumer. This cannot be done, only by running TV ads and making the bRAND available everywhere Marketers need to draw on all available

touch Master subtitle style Click to edit points to

Engage The Consumer

This aspect of bRAND Management is called

bRAND

ACTIVATION

Is the core marketing process through which we bring a bRAND to Click to edit Master subtitle style life through a variety of

bRAND ACTIVATION - Coke

Coca-Cola partnered with major customers including Carrefour and Tesco on In-store promotion Incentives Contests Stores helped drive sales through FIFA World Cup-themed product displays and by offering price incentives on 20 oz, 2 liter and 6- and 12packs

Customers received free Coca-Cola World Cup Click to edit Master subtitle style of $12 of Coca-Cola soccer balls with the purchase beverages

Shoppers entered for a chance to win one of several 6-day trips to attend soccer clinics in Africa.

bRAND ACTIVATION is

Changing the way consumers see bRANDS

Changing the way those consumers behave,

Influencing their to edit Master subtitle style Click

Purchase Behavior

bRAND ACTIVATION Strategic Role It includes

1.

Helps consumers meet with their bRAND. Converts the bRAND strategy into innovative activity plans.

elements:

1. 1.

Is a key contributor in building the Click bRAND by enriching and to edit Master subtitle style complementing its bRAND mix.

bRAND ACTIVATION Strategic Role

4.

Is an opportunity to involve the right consumers in a bRAND experience often in an unexpected place . at an unexpected

& in an unexpected way. Click to edit Master subtitle style

.

moment,

bRAND ACTIVATION

HOW IT WORKS ?

bRAND Advertising is largely

about dramatizing the Discriminator, whereas

bRAND Activation is Click to editBringing style Life about Master subtitle To

those elements of positioning that are at the very heart of the bRAND

bRAND ACTIVATION

HOW IT WORKS ?

bRAND Activation is achieved through what we can call the Activation Platform

is a basically a strategic thought that (just like the Advertising Idea), Click to edit Master subtitle style that is maintained over the longterm to provide a clear, consistent and creative focus for the Activation Ideas.

Activation Platform

bRAND ACTIVATION

ROLE

bRANDvis ion ACTIVATION IDEAS ACTIVATION style Click to edit Master subtitle EXECUTIONS

bRAND ACTIVATION Platform

ACTIVATION PLATFORM is a Physical Or Emotional Space in consumers lives, that enables the bRAND Click to edit Master subtitle style to Interact with them in a Distinctive and

bRAND ACTIVATION

PLATFORM

q q

The ACTIVATION Platform should not change from month to month

bRAND Managers must Understand all the Physical/Emotional Spaces in which their bRAND comes into contact with the style Click to edit Master subtitle target consumers q and then choose the best one.

Click to edit Master subtitle style

bRAND ACTIVATION

TV Outdoor bRAND Radio vision Print ads Sampling PR ACTIVATIO Sponsorships N Events In-store IDEAS Click to edit Master subtitle style New channels

ROLE

ACTIVATIO N EXECUTIO

bRAND ACTIVATION

summary

Develop an Activation Platform by:

Develop Activation Ideas that are driven A bRAND activity with clear objectives Consumer insight A clear and strong Activation Platform.

The creative process has two stages :

1.

Getting the big idea the Activation Idea, 2. Creating specific Executions. Click to edit Master subtitle style The whole bRAND Activation team is responsible for developing the Activation Ideas not just the agency who will develop Executions.

bRAND Activation Platform

Class Activity
1.

Develop an Activation Platform

Develop Activation Ideas that are driven by: . A bRAND activity with clear objectives . Consumer insight . A clear and strong Activation Click to edit Master subtitle style Platform.
1.