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Brand Activation – The Key to Bringing Brand Stories to Life Through Engaging Experiences

It’s no secret that the retail industry has taken a huge knock over the past decade. In fact, we’ll even go as far as to say that conventional brick-and-mortar is on the decline, driving many brands into a panic. Let’s face it, there are many challenges to staying successful and competitive, but the biggest challenge of all is a little thing called “disruptive technology”.

Online technology has had an enormous impact on the in-store retail industry, sending brands and everything in between into liquidation. With more available options at their fingertips, today’s consumers approach the buying process more knowledgeable than ever. Not only are brands struggling to get consumers to enter their floor space and buy their products, but malls are even finding it difficult to win over traffic.

The retail industry is undergoing a huge shakeup, and if you want to outshine your competitors and attract new shoppers, you need to do more than just push out conventional adverts and the same lame campaigns. You see, consumers are bombarded with way too many ads and campaigns that promise one thing, but deliver another. This has created a consumer culture of distrust, leaving consumers demanding a more convenient, seamless and enhanced shopping experience, which is why many brands have turned to brand activation.

What is Brand Activation?

Disruptive technology has had a damaging effect on retail, forcing brands to engage more with consumers, and this is where brand activation comes into play. An unbeatable and unpredictable marketing strategy that provides shoppers with an experience that will make them feel a real personal connection to the brand, brand activation is the art of driving consumer action through brand interaction and personal experiences. Using customer behaviours, desires, trends and needs, the key aim of brand activation is more about delivering unforgettable customer experiences and less about selling. It's about bringing brands to life through experiences that allow consumers to form long-term emotional connections with the brand.

Brand Activation is a Necessary Ingredient for Brand Success

Although retail is going through some big changes, at BrandUnlimited, we believe that when disruption happens, not only does it generate pressure, but it also generates opportunities. The market for consumer experiences has become so competitive that brand activation can be regarded as a currency, and if you want to succeed in today’s cut-throat world of retail, then it’s up to you to find innovative ways of reaching your target market.

Yes, retail today is all about shifting perceptions, but here’s the thing: many brands struggle when it comes to creating an experience that ticks all the right boxes. While many brands know what they want, they have a hard time implementing their vision. Whether you’re using experiential marketing strategies, social media platforms or local advertising, brand activation is all about gaining recognition and creating emotional experiences that inspire your target market to connect with your brand, purchase your products, or make use of your services time and time again. And that is exactly what we can do for you.

Established in 2009, BrandUnlimited is one of the leading brand activation agencies in South Africa. Driven by smart, sophisticated and prize-winning campaigns that engage consumers in an experience that builds brand awareness and trust, we’re proud to be a well-established below-the-line marketing agency that is leading the way in brand activations, promotional campaigns, experiential events, and field marketing.

Today, the world of retail is no longer just about renting a space in a mall and selling. Retail has evolved and is all about how you sell, and with brands no longer in the driver’s seat and with consumers calling the shots, modern retail is a whole new playing field. Even the most tactically executed branding strategies can be rendered useless if brands do not pursue appropriate brand activations. It’s all about influencing the consumer's journey, boosting trust and brand loyalty, and driving sales.

At BrandUnlimited, we simply bring brand stories to life through original and engaging experiences. To learn more about who we are and how we can build your brand, chat with one of our team members today. Let us tell your story and make your brand come alive!