Summary of The Activation Imperative

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8 Overall

9 Applicability

8 Innovation

8 Style


In today’s fragmented marketing landscape, advertisers must choose among social media, print, broadcast, mobile, Internet and database marketing – and more. Despite this expanding complexity, consumers expect a seamless experience across all marketing channels. Marketing experts William Rosen and Laurence Minsky offer the “Activation Imperative Method” for achieving “cross-functional synergies” in all of your promotional efforts across every channel. The text, which expands on the authors’ article in the Harvard Business Review, shows marketers how to leverage and align various media channels to enhance the impact of their marketing. getAbstract recommends its logical, helpful approach to consumer-centric marketers.

In this summary, you will learn

  • How to use the “Activation Imperative Method” (AIM) to achieve synergy across your main marketing channels,
  • How “brand activation” promotes your product or service, and
  • How to affect your buyers’ “Path-to-Purchase.”

About the Authors

William Rosen, CEO at VSA Partners, a branding and marketing firm, is a former president and chief creative officer at Arc Worldwide, the global marketing arm of Leo Burnett Worldwide. Laurence Minsky, associate advertising professor at Columbia College, Chicago, authored or co-authored many books, including How to Succeed in Advertising When All You Have Is Talent.



“Brand Activation”

To compete effectively, marketers should consolidate their long-term brand-building activities and their short-term sales-building activities. The brand activation approach transcends traditional brand-building. While essential, brand-building alone is no longer sufficient. Adding brand activation moves your marketing from telling consumers “what a brand is” to explaining “what a brand does.”  

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