Posts in Marketing Thinking
The Science of Sports Sponsorship Activation

Global sponsorship spending is estimated to reach almost $63 billion in 2017, according to IEG, a sponsorship measurement firm. In North America, the biggest regional market for sponsorship, 70% of the more than $23B in sponsorship investment is sports-related. That’s more than $16B committed to sponsoring sport in the US and Canada. And it’s growing.

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The Science of Sports Sponsorship Activation - Part 2

Sports properties offer unique placement opportunities. But many advertisers aren’t taking full advantage of these opportunities to maximize the impact of their brand communications. While live sports are often on brand media plans to drive reach, or as a way to communicate with hard-to-reach audiences (or both), few advertisers and agencies are fully leveraging the depth element to sports. This is the level of connection, or ‘lean in’, that sports have on audiences.

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The Science of Sports Sponsorship Activation - Part 3

Now that you’ve done all this work aligning your message to your audience’s sensibilities (see tip #1), and ensuring you’re maximizing the effectiveness of your media placements (see tip #2), you need to understand how these initiatives are cementing brand connections in your target's heads. That means deploying Implicit Association Testing.

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The Perils and Potential of "Going Viral"

One year ago this month, Microsoft Advertising released a study exploring consumers’ shrinking attention spans. In it were details of how social media and mobile device addiction were re-shaping how our brains work — how we’re able to pay attention (or not) in the face of proliferating media and consumer technology. Brainsights ran a big portion of that research for Microsoft, measuring the brain activity of more than 100 adults as they performed a range of tasks and consumed a range of content across various screens. 

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Manchester United's Product is Diminishing its Brand

The global appeal of Manchester United Football Club is a brand promise of exciting, dramatic attacking football, led by some of the world’s best players and biggest personalities. A lineage that stretches from George Best through to Eric Cantona, Ryan Giggs, David Beckham and Cristiano Ronaldo, the brand stands for success and style, steeped in a rich history of attacking football right to the final whistle.

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Reputation in Sport

Two events in as many weeks earlier this year have reminded us of the importance of reputation in the business of sport — but the two couldn’t be more different. One involves how reputational damage to a brand can have potentially devastating effects on a sponsorship property. The other involves how reputational damage to a property can potentially diminish the brand.

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