Belmont Course 2350Creative Entertainment

Technologies

Brand Consistencyand Cross-Promotion

A Review:A Brand is:

IDENTITY, REPUTATION & EXPECTATION

Personal Brand: “What are people saying about you when you leave the room”

Corporate BrandingA Name

An Indelible Mark A Slogan

Corporate Branding: How is a Company positioned, marketed, and remembered.

Brand ConsistencyMore than just using the same logo or tagline across multiple formats.Managing and meeting customer expectationsCrisis communication strategiesSticking to the plan

A Consistent Experience. They’ll be the same today, tomorrow, and into the future.

Brands & Sponsors MUST Manage Expectations

We want to say “this is who we are as a company”

But How?

Cross-Marketing

A result greater than the sum of its partsYou scratch my back, I’ll scratch yours

Sponsorships

Endorsements

&

(Pay Me and I’ll Represent You)

(“I Like This, Be Like Me”)

EVERYONE WINS!

Until They Don’t

Philanthropic

NASCARTaking things too far?

Sponsorship: Give Me Money!

23 brands on the 38 car alone.

109 brands are visible in this shot.

20 brands are displayed on the home page of NASCAR.com (Not including photos of the cars)

NASCAR BABY

Research shows: If you like the driver, you’ll like the sponsor.

$75 MILLION / YEAR

In 2004 Winthrop Publications Limited

Found:Comparing a sample of NASCAR fans to a sample of non-NASCAR fans, brand loyalty towards NASCAR sponsors was measured using a scale that includes both attitudinal and behavioral components. It was found that NASCAR fans exhibited stronger brand loyalty than non-NASCAR fans to NASCAR sponsoring brands of beer, particularly on the attitudinal component of brand loyalty. Furthermore, it was found that NASCAR fans' loyalty to NASCAR sponsoring brands is significantly higher for those fans who scored high on a scale that measures fan identification.

NASCAR FANS

Gotta love ‘em.

Bill Graham Presents:

Knowing WHAT to put your name on

The Best Sponsorship Opportunities

PASSION INDUSTRIES

SPORTSMUSIC

MOVIESENTERTAINMENT EVENTS

?PARENTING

ARTIST ENDORSEMENTSA Case Study

“I like this, Be like me”

+

Tim McGraw KC Masterpiece

A match made in heaven?

"There's a perfect link between people who barbecue out in the backyard and people listening to country music"

The Objectives:

To provide an immersive, fun experience online and at concerts that leaves TM fans with a positive “feeling” about KC brands.To convey “togetherness”To encourage TM fans to become “fans” of KC brands.To garner media coverage To collect consumer data

The Approach

Participation in tailgating activitiesPre-show video featuring KC productsInteractive displays and samplesVIP Access/Meet and Greets for business partnersCo-sponsorship opportunities with other brands

At shows:

The Approach

Official, cobranded website including

Video

Photos

Music

Recipes

Coupons

Community Features

Online:

The ResultBrand association in front of hundreds of thousands of fans over the summer 2007 tour

Thousands of visitors to the official campaign website

Quantifiable retail impact via coupons and projected return based on recipe views/sharing

Total value to Tim McGraw: 7 figures.

Total value to KC Brands... very hard to say.

This is done GloballyCarlsberg = Soccer Hooligans in Liverpool

Other Examples

And there are many more.