Brand Activation Association embraces integration

This event report discusses the importance of brand activation - an idea based around the importance of managing the entire customer experience.

Brand Activation Association embraces integration

Geoffrey PrecourtWarc

The Brand Activation Association (BAA), a non-profit national trade organization 104 years in the making, assembled in Chicago in April 2014 for its Brand Activation Annual Showcase (BAASH).

The occasion marked the first formal session of the newly constituted BAA, which was founded as the Promotion Marketing Association in 1911 and adopted its current name in 2013, before being assimilated by the Association of National Advertisers (ANA) in July 2014.

"Brand activation," the ANA explains, "refers to marketing that both builds a brand's image and drives a specific consumer behavior or action"...

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