According to the International Olympic Committee (IOC), the Olympic Games offer brands the most powerful and valuable marketing platform imaginable.
It’s a tough one to argue against. After all, the Games have developed enormous worldwide media reach and their uniquely positive set of brand values mean that they’re a fit with the aspirations of more or less every commercial brand you care to mention.
Scour the internet for the various lists of the world’s strongest brands: many of them have hitched their wagons to the Olympic Games at one time or another. Continue reading
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 conditional activity – and from there the difficulty in passing judgement. There’s a trite and pretty thin argument that it’s impossible to judge a sponsorship from the outside – because you can’t know its objectives. We disagree.
For many years a lot of sponsorship exponents were asking for was more scrutiny over sponsorship spend, for senior management to think more carefully about how they can use sponsorship to full effect. They wanted to raise it higher up the agenda, and to put an end to sponsorship at the whim of the senior exec.
That moment has now arrived, although not in the guise many had been hoping for. Continue reading