Brand Activation

Brand activation refers to a campaign, event, or interaction through which your brand generates awareness and builds lasting connections with your target audience. Most brand activations are interactive, allowing audiences to engage directly with a brand and its products.The definition of brand activation is often misconstrued or confused with more general branding strategies. The confusion is understandable: building awareness and connecting to an audience is indeed the focus of most branding and  marketing initiatives.But, brand activation refers to a specific campaign or event, an isolated experience with the singular purpose of elevating your brand — rather than the general, ongoing process of branding. 

The goal of brand activation is to create a connection between the consumer and the brand. In essence, you could say brand activation ensures that the brand's value is “activated” in the consumer's mind, The consumer then starts associating that value with the brand creating a strong bond.