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Brand

This article looks at the challenges of creating an enduring sports sponsorship partnership. The difficulties involve finding ‘strategic fit’, articulating this well and then leveraging and activating the association for both parties. The investment – both financial and in-kind - is seen as a significant stumbling block as is the need to thoroughly enmesh two separate organisations and proactively align their goals and activities.

Virgin. Apple. Red Balloon. IKEA. The Body Shop. The strongest brands in the world all share one thing in common.They were pioneered by one person's vision and are a direct reflection of that person's strengths and values. In other words, they are AUTHENTIC. We have...

IKEA differed radically from other furniture businesses at the time of its conception. It makes for a good strategic case study today.   IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91.   After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire.  

Since early mankind, people have used symbols to distinguish their individuality, their clan, their territory, and strength - from cave paintings to flags, to the marks on a beast, to the label on your clothing. They arouse emotion and trigger recall. They are both a mark of trust and a promise. That's why it's worth investing in a solid brandmark.