oa Journal of Marketing - Sandile Mkhasibe - ready, set, re-activate! : 5 strong voices
|Article Title||Sandile Mkhasibe - ready, set, re-activate! : 5 strong voices|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Apr 2010|
|Issue||Apr / May 2010|
And this is where a specialist Brand Activation agency - not an Advertising Agency - comes in. The agency and all stakeholders (client, consumer, strategist, marketing department, sales team, etc.) sitting around the table, torturing the brand, its positioning - its reason for being - and no one leaves the room until a simple, compelling strategy that reconnects the consumer to the brand again, is born. A strategy that rebuilds the emotional connection. But most importantly, one that is results-driven.
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