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 …
Topical content mashed up with our longstanding interests : Olympic Partnership marketing, sponsorship effectiveness, impact and ESG, employee engagement, strategy, analytics and the psychology of sponsorship : sponsorship thought-leadership for the 2020s.
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 …
The Greenwash Gold campaign, which seized on Dow Jones and lumped together BP and Rio Tinto to create a rogue’s gallery of London 2012, signally failed to attract consumer support. While LOCOG played the British card of staunch support extremely …
The IOC’s TOP programme is clearly in rude good health. With seven out of 11 partners confirmed until 2020, the IOC can congratulate itself on having established itself clearly as the premier global property. The presence of businesses such as …
Brand storytelling is back – bigger than ever. First time around for me was business author, Tom Peters. His original pitch was about corporate myth-making: the conscious creation of those symbolic stories which so effortlessly epitomise an attitude or a …
For Redmandarin, a full 90% of client briefs relate to deepening brand engagement. This might be expressed as repositioning, shift of audience focus, reappraisal, building NPS or advocacy, but, ultimately, it comes down to people feeling warmer about the brand …
Extract from Working the Olympics, 2012 Rights protection is a critical issue for Partners – but more so for the IOC and OCOG: when your primary sales asset is a logo – you need to take good care of it. …
Redmandarin believe the Olympics represent a transformational business opportunity, but most businesses, faced with a proposal to partner an Olympic Games, don’t have a clue where to start. Why would they? Most businesses’ understanding of sponsorship is a combination of …
We’ve spent the last two years researching a book on Olympic partnership and how to ensure it can be transformational. The research draws on direct experience with six Olympic clients, desk research (a very smart desk) and extended interviews with the …
The IOC’s signature on the landmark agreement with the IPC in Sydney 2001, linking the hosting of the Paralympic Games and the Olympics, was both hugely generous and characteristically far-sighted. In exchange for abnegating their sponsorship rights and accepting a …
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 …
It tickles us at Redmandarin that the IOC now has 11 TOP partners. Brands and rights-holders often perpetuate a false correlation between sponsor numbers and clutter, and talk about sponsor clutter as though it’s an issue – and yet the …
Naming rights are the perfect IP. They cost nothing to create, they need minimal servicing and there’s no benchmark for pricing. No wonder rightsholders love ’em – they’re like a real pot of gold at the end of the rainbow. …