The purpose of this paper is to provide a clear conceptualisation of brand activism in contraposition to digital brand activism. Additionally, this paper aims to contribute to the development of branding and marketing theory, specifically by identifying the five key dimensions of brand activism as part of the brand-building process. The need to identify and examine the key dimensions of brand activism justifies the use of multiple case study methods. In total, eight brands born activists were selected for study. The brands were drawn from three different sectors in an attempt yo capture maximum theoretical variation. Relevant archival data about the brands was also collected in their websites, press and social media to provide triangulation. The preliminary findings of this research identify five key dimensions of brand activism as part of the brand-building process, namely: Purpose-Product Embeddedness, Profit-Cause Coexistance, Transformative Change, Provocative Behaviour, and Discussion Hubs. This paper advances the domain of brand activism by contributing to a clear conceptualisation of brand activism and the identification of its key dimensions.