Brand activation
Brand advertising is about making promises and brand activation about delivering on those promises. The battle of brands happens in the “D-Zone” (Decision-Zone), which I define as any place where brand selection can be activated.
Brand activation requires a platform for creative focus and strategic consistency.
In developing such a robust brand activation platform, Marketfocus closely co-operates with the agency, which is the brand guardian, bringing in an intense process the brand and trade marketing teams together.
This holistic approach is bridging the gap between traditional broadcast media and retail as the new media, connecting brands through customers with consumers aligned with brand and overall business strategy.
It’s brand building that fully utilizes the synergistic power of through-the-line communications from the inside out – a process that hinges on full alignment of brand and trade marketing strategies.
Detailed services include:
 Consumer and trade research – from briefing to evaluation and actionable conclusions.
Brand driven trade channel and retail communications strategies - based on brand world, definition of target consumers and their shopping behavior, retail segmentation and business objectives.
Brand activation platform development – providing creative focus and strategic consistency, enabling the development of a range of tactical activities across channels.
Brand activation programs B2C as well as B2B – connecting the brand effectively at the right touch-points with the people that matter most, incl. micro/macro impact measurement at outlet/market level.
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