Brand activation is a $600-billion practice, three times the size of the advertising business.

In its most basic form, according to Bob Liodice, president/CEO of the Association of National Advertisers (ANA), “Brand activation is a way to energize your brands through multiple sources and to bring people closer in their respective businesses.

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Bob Liodice, president/CEO, ANA

“But,” he continued, “people don’t really understand the investment that marketers are putting toward this.” Turning the total revenue numbers on their head, the ANA chief told his organization’s 2018 Brand Activation Conference, “to put this in appropriate context, brand activation represents three times the dollar investment value than advertising.”