A rebrand can be a powerful force for change. The decision to do so is never taken lightly. In fact jumping into a rebrand prematurely can result in a significant waste of time, money and energy. All of which are often scarce resources in a nonprofit environment.
If you're not using an integrated marketing strategy, then you might want to rethink your approach. Executing an integrated marketing campaign is really all about identifying the channels that work best for your company or organization and leveraging them to make the most impact. But to ensure success, it's important to understand and expand upon past success. Gathering critical information and marketing intelligence is an important part of any integrated marketing strategy. Understanding and using the right analytics to track and measure success is not only important for the success of a current campaign but for future campaigns as well.
Okay, I will save my, “Your brand is bigger than your logo,” speech for another time. Today I want to focus on reasons why you should change or consider changing the most important, outward facing components of your brand:
Just a few years ago, brand activation was a phrase most of us had never heard. But as the era of “engagement” dawned in marketing, brand activation became an essential part of any professional’s toolkit.
The equation was simple: replace impressions with experiences to create a stronger relationship and deeper loyalty between the consumer and the brand. In its truest sense, brand activation is the art of driving consumer action through brand interaction. The key aim of brand activation marketing campaigns is to get consumers to act. It’s about bringing brands to life via experiences and forming long-term emotional connections.