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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 …

We chose to specialise in Olympic sponsorship consultancy because the scale of the undertaking ensures that the partnership has the full attention of the business – and sponsorship has the fullest application across the business. We published Working the Olympics …

Michael Payne has been at the forefront of the sports marketing industry for over thirty years – having lead the global marketing effort for the Olympic Movement for more than two decades as the IOC’s first Marketing and Broadcast Rights …

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 …

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 …

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 …

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 …

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 …

The IOC’s new TOP deal, which brings together The Coca-Cola Company and Chinese dairy giant Mengniu in a new joint category, has been launched with the fanfare of a US$3bn total investment in the partnership, including a commitment to unprecedented …

‘How to murder your wife’ was released in 1965. It tells the story of cartoonist Stanley Ford, played by Jack Lemmon, who stands wrongly accused of murdering his wife. Lemmon’s character uses the defence of justifiable homicide. The pivotal scene …

A Christmas story

Jack Daniels’ Christmas advert shows a 26’ Christmas tree made entirely of whiskey barrels, covered with Christmas lights, surrounded by people. It’s the first time they’ve done it, according to the ad copy. The lead line: It’s not what’s under …

Corporate identity

It’s funny how corporate identity as a phrase is associated with just about the most rigid of branding questions: making sure a logo always looks the same. Because identity in a psychotherapeutic sense is anything but rigid. In fact, current …