Inside The Forrester Brand Lifecycle Framework: Activate

A clear set of decision factors must drive a company’s brand activation strategy to maximize investment and achieve desired results. From the outset, brand leaders should align activation planning with their company’s business and marketing goals and objectives. Achieving brand goals for awareness, perception, sentiment, preference, loyalty, and advocacy can take years, and if the activation strategy is not rooted in the long-term vision, strategy, and objectives, brand leaders may be tempted to give up or change the strategy before it has had time to work. This report examines the inputs to brand activation and the campaign, programs, and tactic mix organizations should use to drive brand growth. for several common scenarios.