Sponsorship, branding and Byron’s big mistake
January 14, 2023
Please read this if you’re interested in how sponsorship changes brand perception.. This post wraps up a number of loose ends – so goes on
Over the last 23 years, we’ve relentlessly pushed our sponsorship consulting offer, with advanced analytics and strategy.
Our promise has always been to deliver objective, independent and best in class sponsorship consulting – to ensure sponsorship is hardwired to commercial value.
To use our Head, in other words.
But one thing has always been underweighted – in our practice and the industry in general.
A clear understanding of how sponsorship works its magic in the hearts of audiences.
Without that understanding, investment lacks all accountability.
Now we’ve connected with that, with our new Head and Heart approach.
Strategy has always been our core sponsorship consulting offering.
Integrating data from a wide range of sources to deliver sponsorship recommendations that we know will deliver commercial value. Now we’re taking a step further.
Perhaps the largest variable, in the new digital economy, is the value of rights-holder databases.
But these are prone to:
But what if you had greater fanbase visibility?
Now you do, you can and they are.
Over the last 30 years, scientists have learned much about the process of decision-making – and the enormous influence of emotion. Daniel Kahneman is acknowledged as a leader in this field.
Our Head and Heart sponsorship consulting is based largely on his Nobel prize-winning work.
Kahneman’s research confirmed that our decisions are based primarily on positive emotional associations in our memory – what we’re calling Heart.
Unless these associations are unclear, they nearly always override our critical faculties – Head.
Our focus is on understanding and managing pre-conscious feelings.
We apply our research protocols to define which partnerships deliver the best associations for your brand – and if necessary, which brand drivers to upweight in your strategy.
Then again, drilling down into specific assets and executions, we make sure your sponsorship is emotionally targeted – and impactful.
Heart sponsorship consulting applie clear psychological principles and laws to maximise positive emotional impact and mental availability.
Our Head and Heart approach to sponsorship consulting represents a new paradigm.
Far greater insight into your data – far greater insight into your audience.
Together, we offer you the ultimate tools to deliver effective sponsorship.
Building brand equity with precision and maximising your performance marketing.
A Redmandarin Partner directly leads every single sponsorship consulting engagement.
This brings our clients a wealth of technical expertise and experience – and our personal commitment to their success.
Most of our clients would agree : working with Redmandarin is different.
We become part of your team – not just familiar faces, but deeply embedded within your business. Understanding your priorities, needs and challenges – but preserving the ability to think beyond and around traditional sponsorship consulting.
Our thought-leadership is unparalleled within the industry.
Our blog dives deep into the psychology of sponsorship … and strategic considerations in general.
Please read this if you’re interested in how sponsorship changes brand perception.. This post wraps up a number of loose ends – so goes on
The Psychology of Sponsorship #5 The 5th in our series of posts on the psychology of sponsorship looks at the role of emotion in sponsorship.
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