Can sponsorship deliver attentive reach?
There’s probably no better time to talking about sponsorship and attentive reach than in the days after a World Cup Final. But first kudos and appreciation to Tim Cairns, who recently directed us to the term attentive reach – a term which has been growing slowly in currency over the last three years. What does […]
Binet and Field and Sponsorship Marketing
Back in August, and not for the first time, Byron Sharp chose to undermine two voices which threaten his dominance in the field of marketing effectiveness – Les Binet and Peter Field. Our post, highlighting the ways in which sponsorship aligns with Byron Sharp’s new model for marketing, was well received – so we’re doing something […]
A bold vision for club activism
Allen Herschowitz, founder and president of the Green Sports Alliance, was early in identifying the potential of sport to play a leading role in addressing climate change. The ambition conjures up the image of fans across the world adopting more sustainable behaviours with the encouragement and support of their heroes. But is fan action the […]
Sponsorship strategy and brand fit
The Psychology of Sponsorship #4 The 4th post in our series on the psychology of sponsorship looks at sponsorship strategy and brand fit – and specifically to answer four questions. What is brand fit? How is congruence relevant to sponsorship strategy? What influences our sense of brand fit? How can I improve my sponsorship brand […]
5 Principles of Sponsorship Evaluation
Here are our five principles of sponsorship evaluation – the product of over 20 years of client work. Businesses offer many weak excuses for not conducting sponsorship evaluation, but perhaps the most annoying is the belief that proper evaluation’s impossible – or at the very least in the too difficult box. This belief is based […]
Great sponsorship strategy in 8 steps
There’s certainly no shortage of posts out there on the web talking about sponsorship strategy. In fact, in the context of sponsorship, the word strategy is used pretty indiscriminately in general, and even here by HBR, as a sophisticated-sounding way of saying ‘this is how to go about sponsorship’: a primer, in other words. The question […]
FIFA’s new sponsorship : all structure, no strategy
The latest changes to FIFA’s sponsorship strategy are eminently sensible. The growth in popularity and commercial value of both the women’s game and gaming represent untapped potential for FIFA, who have been struggling for a number of years to grow the quantity and quality of their sponsors. FITNESS COURSE BOX — All Olympus Avant BOX […]
Sponsorship portfolio strategy
This article springboards off a great article by Francis Dumais, who identified six major variations of sponsorship portfolio strategy. Francis took the term sponsorship strategy and applied it very legitimately to the strategic choice facing brands around how they choose to structure their sponsorship investment, across portfolios or single properties. Each of these alternatives represents […]
The psychology of sponsorship
The Psychology of Sponsorship #1 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! (tuneupfitness.com) But in the last 10 years in particular, our understanding of the emotional […]
Sponsorship Strategy : Building Competitive Edge
We were reviewing our search performance over Christmas (as you do) and were shocked to rank low against the term sponsorship strategy. Which is criminal as Redmandarin was the sponsorship industry’s first strategy consultancy – and even now is one of a handful (or fewer) of agencies globally which specialise in strategy. But there’s no […]
The danger of being dazzled by the latest
I imagine the entire marketing industry is now considering the impact of Proctor and Gamble’s Chief Marketing Officer, Marc Pritchard’s, groundbreaking presentation at the recent IAB Annual Leadership meeting on the issues around digital marketing. Marc’s speech was refreshingly open and Mark Ritson in his recent Marketing Week piece describes it as the “biggest marketing speech for 20 […]
Brand purpose and sponsorship
There’s a close relationship between brand purpose and sponsorship, but…. Whatever happened to vision? It used to be a fundamental part of how businesses described themselves. I grew up with it…. Nowadays though, business vision is really hard to find. It’s been well and truly eclipsed by brand purpose. How a CEO responds to the […]
Changing the game
Jean Noel Kapferer, in his comprehensive tome Strategic Brand Management, talks of brand as a conditional asset, and it’s one of his most helpful phrasings, suggesting as it does, that the value of the brand asset depends largely on what businesses do with it. The same is of course true of sponsorship: it’s a very […]