“Brand activation” can mean a few different things. One use is to refer to the roll out of a promo or rebrand such that the messaging & look / feel is consistent across all channels. Another way it is used is to refer to the marketing asset provided by an event sponsorship.

Not at all. While it is definitely the most common method, many brands have activations in other ways. For instance, many spirits brands will create a brand experience for consumers in a retail store in which their product is sold. The benefit here is that they can have a high-impact touch point (see Tastings) with consumers at the point of purchase while also supporting a retailer that stocks their products.

Apart from previously established symbiotic relationships (such as a supplier & a retailer), activations are largely paid opportunities. Promotional events also exist, where a brand creates an event for the purpose of promoting their offering(s). Most brands opt to buy sponsorships instead because it offloads the burden from brand marketers to the event planners.

Brand activations are perhaps the most powerful form of marketing available to marketers because they enter the physical world and stand directly in front of people. Digital advertising promises massive numbers of low-engagement. Activations provide high-impact impressions and memorable experiences. Activations put a time stamp on attendee’s minds and weave the event-goer’s memories in with the marketing efforts.

Brand Activations don’t:

1) Trick you into engaging with them
2) Chase you around the internet
3) Get in the way of what you came there to do