Implementation can make or break a brand’s success, and depending on what’s required and at what stage can be activated either well, or not. An understanding of the time it takes for example to plan, design, build and implement a retail outlet can be essential to meeting deadlines, especially if other aspects hinge on these things happening on time, for example, that advertising space is booked to meet the physical launch of a brand, and the rates achieved through forethought, leave it to the last minute and the budget will rise measurably. This issue runs throughout everything, not just media buying, but from PR to social media engagement and more, getting the brand implemented on time and well is imperative.
Implementation is also where the brand comes to life, it is the coalface of retail and engagement. Understanding and preparing for this is highly important, and starts from the beginning of the insights phase and filters through right to the activation and rollout. The brand strategy will define the tone, attitude and messages, and the campaign will be the activation, all of which work symbiotically, touching the consumer soul through experience and solid engagement.
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