Belmont Course 2350 Creative Entertainment Technologies Brand Consistency and Cross-Promotion and Cross-Promotion and Cross-Promotion and Cross-Promotion and Cross-Promotion
A Review: A Brand is: IDENTITY, REPUTATION & EXPECTATION Personal Brand: “What are people saying about you when you leave the room” Corporate Branding A Name An Indelible Mark A Slogan Corporate Branding: How is a Company positioned, marketed, and remembered.
More than just using the same logo or tagline across multiple formats.
Managing and meeting customer expectations
Crisis communication strategies
Sticking 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?
A result greater than the sum of its parts
You scratch my back, I’ll scratch yours
Sponsorships Endorsements & (Pay Me and I’ll Represent You) (“I Like This, Be Like Me”)
Until They Don’t
NASCAR Taking 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 SPORTS MUSIC MOVIES ENTERTAINMENT EVENTS ? PARENTING
ARTIST ENDORSEMENTS A 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"
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
Participation in tailgating activities
Pre-show video featuring KC products
Interactive displays and samples
VIP Access/Meet and Greets for business partners
Co-sponsorship opportunities with other brands
Official, cobranded website including
Brand 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 Globally Carlsberg = Soccer Hooligans in Liverpool