Sunday, March 24, 2013

How I understand Brand Activation to be

"If you don't manage your career, someone else will" -- a thought I read from one of the LinkedIn articles which I found to be true in an instant.  And how timely, as I myself have been struggling these past few months with the thought of where I'd want to lead my career to.  Opportunities abound, mentors have different advice coming from different perspective but as I review my past performance, what's clear is that I've always been passionate about commercial communication and I've found my joy in Brand Activations.  The ability to create and leave experiences is, for me, the most exciting and effective way to communicate messages and leave branded memories.  And all advertising is truly that - a memory, which companies hope you bring with you at the grocery.  But people don't just remember images and sounds from a TV screen.  They also remember it through their other senses, how their senses interact with their surroundings and how they experience human interaction.  These are also very strong memories that TV can't capture - that Brand Activations can.  And that's why I think I'll choose to stay in Brand Activations.  Because orchestrating full human experiences to deliver messages is still something many have yet to believe in.