WHY IS BRAND ACTIVATION THE KEY TO SUSTAINABLE GROWTH?

1. Introduction

The human brain stores information through three main types of memory: sensory memory, short-term memory, and long-term memory. Sensory memory retains information for only a fleeting moment before it fades, while long-term memory plays a crucial role in storing the most important information. However, no matter how much effort one puts into enhancing memory retention through various methods, human memory capacity remains limited and gradually declines over time.

In the era of rapidly evolving digital marketing, Brand Activation is recognized as one of the most effective strategies for making a brand stand out. This article will explore the role, operational mechanisms, and key models of Brand Activation, helping businesses unlock the full potential of this powerful strategy.

Brand Activation is the fastest way for a brand to stand out in the digital marketing landscape. (Source: CreativePoint)

2. The Importance of Brand Activation

With increasing market competition, brands need innovative marketing strategies to leave a strong impression and remain memorable in customers’ minds. Brand Activation enables brands to create interactive experiences, replacing traditional one-way marketing methods that have become less effective.

New businesses can leverage Brand Activation to quickly enhance brand awareness, offering customers an impactful first experience. Meanwhile, established brands still require Brand Activation campaigns to maintain customer relationships—albeit less frequently, but often with larger scale and higher investment.

Leverage Brand Activation to rapidly enhance brand awareness (Source: CreativePoint)

Beyond increasing brand awareness, Brand Activation also positively influences customers' purchasing decisions. Marketing activities, in general, help the brain retrieve old brand memories. Since customers cannot recall all the brands and products they have encountered, continuous marketing efforts ensure a brand's position in their minds.

Real-life experiences generate positive emotions, encouraging customers to spend more and strengthening their trust in the brand. At the same time, the brand's presence across media channels is amplified, contributing to a strong and sustainable brand image.

Comparison with Digital Marketing:

3. How Brand Activation Works

Brand Activation is implemented through interactive activities that help customers remember the brand more deeply and naturally. A prime example is Coca-Cola's "Share a Coke" campaign, where the brand printed 250 popular names on cans, creating a sense of personalization and encouraging customers to share with friends and family.

Coca-Cola's Brand Activation Campaign (Source: WordPress)

To execute Brand Activation effectively, businesses need to understand their customers through:

• Life perspectives
• Consumer behavior
• Brand perception

According to a survey by Accenture:

• Over 70% of customers have a positive attitude toward brands that personalize experiences based on their preferences.
• 91% of customers prefer purchasing from brands that reflect their lifestyle and consumption habits.

The biggest difference between Brand Activation and traditional marketing lies in its ability to create two-way interactions, strengthening trust and engagement between customers and the brand.

4. Popular Brand Activation Models

Brand activation can be executed in various forms, depending on the business's objectives and target audience. Some popular models include:

• Customer-Oriented Brand Activation: Focuses on activities, programs, and sales policies that attract and retain customers within the brand's ecosystem.
  • Creating promotional and discount programs
  • Improving after-sales service
  • Providing product consultation and support

Popular Brand Activation Models (Source: CreativePoint)

• Point-of-Sale Brand Activation: Enhances customer awareness of products, services, and the brand.
  • Organizing product experience events
  • Direct consultation by brand representatives (e.g., Apple's "Product Genius")

• Partner-Based Brand Activation: Collaborating with a well-known brand to amplify impact and reach new markets.
  • Collaborating with Other Brands to Expand Market Reach
  • Notable examples: Coca-Cola x Oreo, Spotify x Uber, Gucci x Disney, Red Bull x GoPro

Collaborating with other brands to expand market reach is a worthwhile strategy (Source: BrandsVietnam)

These collaborative campaigns not only help brands reach new customers but also generate significant buzz within the community, especially among trend-savvy consumers.

5. Conclusion

Brand Activation is a powerful tool for building and strengthening relationships between brands and customers. By creating memorable and meaningful experiences, brands can enhance the "brand recall" process and encourage purchasing decisions.

Turn Brand Activation into an Advantage with CreativePoint

With extensive experience and a creative mindset, CreativePoint partners with businesses to implement effective Brand Activation strategies. In addition, we offer specialized Trade Marketing services, including:

• Event Marketing – Organizing in-store events to enhance direct engagement: See details
• Channel Activation – Activating brands across multiple distribution channels: See details
• Digital Marketing – Optimizing digital marketing strategies to boost sales performance: See details
• Social Marketing – Leveraging social media trends to drive revenue:See details
• Sampling Marketing –Providing real product experiences to build purchasing confidence: See details

Contact us today to implement an optimized Trade Marketing strategy and bring your brand closer to success!

A trusted partner in driving client success.