What is (Brand) Activation?
An academic's likely answer: Anything that activates a brand in consumers' minds. Notice the word 'anything'.
An agency-professional's likely answer: On-ground (as opposed to mass media, online outdoor, etc.) activities done to market the brand.
A marketer's (client-side) likely answer: On-ground activities/events
Why do such perceptions build up?
My take: primarily because of the word 'activation' which finds its origins in the word like 'act' and has references to words like 'action', 'active' and 'activity'.
No wonder, the academic definition bites the dust. The meaning of 'activating in the mind' doesn't cut with people in general. And the simplest and closest form of meaning rules.
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