The Sinek Qua Non of sponsorship

The third post in our theme of the Psychology of Sponsorship explores how sponsorship narrative can be strengthened by understanding the nature of psychological attribution.   Simon Sinek’s ‘Why?’ framing of business purpose reminds us nicely of a simple psychological truth : we all seek meaning, we’re meaning-makers. We make meaning of everything – it’s […]

Adding value to fans

Adding value to the fan is a mantra of sponsorship nowadays. A mantra that emerged in response to sponsors who viewed sponsorship only as an opportunity for brand exposure. But those times, the times of ‘badging’, have largely gone. So why revisit? Because mantras outlive their purpose. And because we collectively now have a deeper […]

The psychology of sponsorship engagement

The Psychology of Sponsorship #2 So a second post on the theme of the psychology of sponsorship, this time looking at the factors which influence sponsorship engagement, And once again it’s a question of marrying academic research and theory with the experience of sponsorship practice and an overlay of our own applied psychological insight, which we call […]

The psychology of sponsorship

Most books on sponsorship make large assumptions about the psychology of sponsorship. Back in the day, the phrase ‘brand value transfer’ was thrown around liberally to explain how sponsorship works, with no little authority, of course! But in the last 10 years in particular, our understanding of the emotional processes of sponsorship has evolved significantly. […]

The majority of sponsorship doesn’t work

The following text is from an interview with Martin Lindstrom for the book ‘Defining Sponsorship‘. Martin is a ‘brand futurist’, the CEO and Chairman of LINDSTROM company, and Chairman of BUYOLOGY INC, advising companies including Nokia and McDonald’s. His brand-building shows attract 800,000 people across the world. He has written many books, including ‘Buyology‘. ‘The […]

Sponsorship as ‘social object’

Mark is a recovering adperson who now writes and talks and works independently under the banner of HERD Consulting, helping people and organisations and their collaborators come to terms with our social or HERD nature. Prior to HERD Mark held senior positions at Ogilvy Group Worldwide and the radical creative co-operative St Luke’s. This interview […]

We ❤️ sponsorship storytelling

Sponsorship storytelling was originally published in December 2015. Making sense of Father Christmas It’s that time of year again – and the question: is Father Christmas real? It’s not my question of course but my son’s. And although my wife – who’s from a country which doesn’t believe in the first place – wants to […]

Purpose-led sponsorship

Purpose-led sponsorship is a recurring theme on this blog, and reading Trinity Mirror’s new study on consumer trust last week reminded us our blog on purpose in 2014. The study reports the unsurprising figure of 43% of consumers claiming to mistrust brands and 69% claiming to distrust advertising.  There’s nothing particularly noteworthy there but more interestingly, the research […]

Projection and brand theory

In our research for ‘Working the Olympics’, we came across a fascinating insight into the Olympic brand. Terrence Burns, formerly of the IOC and up to recently President of Helios Partners, was sharing his experience of running the IOC’s first brand audit: ‘At the time we did the un-prompted word association research, there was only […]