Bài soạn Elite Programme 2 về đề tài Brand management essentials phần 4 - Brand Activation

2. Evaluate activation
Preliminary
Channels
The core marketing process which bring brand
spirit and promises into life through a variety of
brand experiences and interactions, in order to:
• Changing the way consumers see our brands
• Changing the way those consumers behave
• Influencing their purchase behavior
• Communication is lever for
conveying brand promises
only
• Activation helps to prove
and delivery those promises
to target consumers
Brand activation
Why?
What?
3 levers to pull brand into real life
Start point based on
Brandkey vision
Brand Activation is strategic. It is central to the
way a brand achieves its objectives
Brand activation = Business objective + Equity
targets
How?
Which?
Buy – Consumers are excited to join
Play – Consumers feel relevant
Share – Consumers feel enjoyable
(The right experiences, for the right consumers,
at the right moment, with the right cost)
Activation
platform
Activation
Ideas
Exploitati
on
Create experiences
Effective
Meetings
Consumer
Channels Brand
£ Budget

3. Brand activation
Road show - Metro Sampling – Lipton Merchandising – Tassimo Event – Red Bull
• Public activation (Roadshow, event, sponsorship...)
• Door to door activation (sampling, demo-selling,..)
• Shopper activation (in-store activities,...)
• Trade support activation (merchandizing, mysterious shopper)
• Activation 360O
• Launch
• Build equity
• Boost sales
• Switch users

4. Brand activation platform
Brand activation platform
A physical or emotional space in
consumers’ lives that enables the
brand to interact in a distinct and
meaningful way
It is brand driven, not activities driven
What?
Brand activation idea
A creative theme derived from
the Activation Platform, that can
work across different channels,
to achieve the brand’s marketing
and communication objectives
Brand activation channels
A system or method that is used to
interact/give customer integrated
brand experience to bring the brand
spirit and promise into customer’s
life in a distinctive way
• “Get under the skin” of target
consumer for marketing task
• Identify “hooks” or areas of
interest that might provide a
foundation for an activation
idea
• Make the BrandKey Vision much
more tangible
• Provide a framework for building
consistent and long-term
relationships with target consumers
even if objectives change
Actionable – Brand enriching –
Consumer involving – Differentiating –
Enduring – Feeling
• Fit with Activation Platform
• Attention, Branding and
Communication
• 360 Degree Approach
Each phase has separate assessment
criteria as Sequence of activation
1. Invitation: “Maximizing awareness
of the Brand Experience among the
RIGHT consumers“
2. Experience: “A motivating and
meaningful Experience for consumers
that reflects the essence of the brand
and delivers against objectives”
3. Amplification: “Driving the
Experience to achieve impact and
reach with a much bigger audience”
Why?
How?

5. Business timeline
OMO Activation platform
BRAND ACTIVATION PLATFORM
……………….Year X Year X + n
BRAND
ACTIVATION
IDEA 1
Channel
Channel
Channel
Channel
BRAND
ACTIVATION
IDEA n+1
Channel
Channel
Channel
Channel
……………….
Year X Result Year X + n Result
Start
point
Brandkey
vision

6. Business timeline
OMO Activation platform
KIDS LEARINING AND DEVELOPMENT
Communicate better stain
removal
Reinforce OMO Value
Equation
In Brazil
Market
Relaunch with New Reason
Why
‘Greasy Stains’
Unleashed
mom’s
potential
Sampling restaurant delivery
& learning to cook events
Big family painting event which is
in line with both ‘get stained’ and
kids learning and development
Event of socks cleaning at
schools
Get
Stained
Learning
is tasty Value

7. Business timeline
AXE Activation platform
THE MATING GAME
Become part of students lives
through consistant, but
random act contacts
Launch new AXE Apollo
Global
campaigns
Launch new AXE Excite
Give guys
the edge
Social media campaign through
microsite with live-streaming on
Youtube
One night in luxury villa with 3
fallen angels
Ambassadors, Therapists,
Roommate Consideration Kits,
Richshaws, Morning after kit, Touch
dark parties
Worldwide event of
Astronauts hunting
College
relations
-hip Heaven
on
Earth
Space
academy