Today, we see more and more brands resorting to tactical branding solutions to drive consumer interest and, ultimately, sales. It begs the question: Is this a healthy long-term strategy?
The tactical approach can be an extremely potent tool when applied effectively; the key objective is to formulate an immediate connection between the brand and the consumer. Tactical branding allows a brand to exist in the zeitgeist, responding to and aligning itself with current consumer lifestyle trends and motivators. Consequently, it magnifies its presence and relevance within a consumer’s world. A compelling campaign will connect new consumers to a brand they had previously been ambivalent toward.