#Analysis: Why brand activation is such a big segment of marketing

This short article provides analysis on brand activations, a term that, for many, means little - but confusion among marketers leads to miscommunication and missed opportunities.

#Analysis: Why brand activation is such a big segment of marketing

Andrew Eitelbach

Making Connections

Brand Activation Is not a good term. For many, it's been a nebulous, nondescript catchall for marketing tactics that grab consumer attention. Others have called it a piece of industry jargon and dismissed it altogether. Without a clear definition, the term has caused confusion among marketers, leading to miscommunication and missed opportunities with consumers.

In simple terms, brand activation marketing uses all available media channels to interact with consumers and create experiences that build brand affinity and drive consumer action. Because it's an amalgam...

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