BrandHub founder Shauna with Adrian New
Are sport sponsorships worth their salt? What do companies like VISA, Lenovo and Standard Chartered get when they help bankroll sporting competitions?
I found out the answers to the above and more when I attended Brandhub’s exclusive BrandXchange – a quarterly exchange with senior marketers in Asia. Hosted by Brandhub’s founder Shauna Li Roolvink, the session featured Adrian New, Senior Vice President of World Sport Group (WSG) which is a specialist in sports sponsorship marketing.
Courtesy of Christopher Chan
According to the report, all 192 countries in the United Nations together with another eight which were not are included in the survey. The company has also analysed five million references to the 200 countries or regions. These references are found in about 400,000 news articles found in 38 leading global media sources in the second quarter this year.
Every once in a while, you come across a clever bit of marketing which makes you smile. That’s what happened to me today as I took my regular bus 166 back home.
At first glance, it looks like any regular branded bus. Anybody can tell that Great Eastern Life is celebrating its 100th birthday.
Read this excellent post on Branding Insider about Place Branding and how it is moving into smaller municipalities and towns in the United States. It triggered off this idea about the branding of residential communities in Singapore.
What if we brand each and every one of our estates in Singapore? In other words, give them a greater individual identity, uniqueness, colour and point of differentiation. After all, Singapore, though tiny, isn’t just a homogeneous and uniform mass. It would be awesome, wouldn’t it?
Courtesy of krazykid933
Names have always been an important part of marketing (or life for that matter). How essential are they in the art and science of branding? Very much so.
Since time immemorial, organisations have agonised over what they should name their company, products, and services. Which one would resonate with their target audiences better?
Once in a while, you stumble across something really neat that you want to share with everybody. Today I came across this Branding Periodic Table by Kolbrener which is really neat and concise. It tabulates the key definitions in the advertising, marcoms and branding world in a neat “periodic table” format which helps to make it easier for anybody to capture the different terms at a glance.
Built by Kolbrener, corporate branding experts
Of course, I would add that just knowing the terms themselves ain’t enough to make you a branding expert. Still, its a good start…
The Salvation Army is one of the world’s most recognised non-profit brand.
In this day and age, non-profit organisations like charities, trade associations, special interest groups, and clubs can ill afford to ignore branding. To reach a critical sized audience and membership, you need systems and processes to be in place. You need to also market your organisation for it to gain greater clout and reach so that it can better achieve its purpose. Just passion alone would not cut it.
I recently attended a conference by the PR Academy on “Markets and Brands – Positioning for the 21st Century”, and was pretty inspired by some of the speakers. One of them was Ho Kwon Ping, Chairman of Banyan Tree Holdings and creator of one of the world’s most highly respected and heavily awarded resort brand.
In his keynote speech “Branding, Marketing and Credibility in a Connected World”, Kwon Ping dispelled the marketing myth that “branding is everything and everything is a brand”. His chief contention is that people are paying far more attention to hype than reality. Advertising after all is largely self praise and this leads consumers to treat them with suspicion.
Anybody who has been reading anything in the media or spent anytime at our bus stops recently would have noticed this teaser campaign by Out of the Box Pte Ltd. In a radical departure from how traditional FMCG companies market new brands, the company has decided to name their new beverage brands “Whatever” and “Anything”.
This was accompanied by an extensive nation-wide teaser campaign on both mainstream media channels as well as outdoor media. Most of the ads had clever copy playing on the words “Whatever” or “Anything” accompanied by an eye-catching photograph or visual in bright colours. It certainly generated an extensive amount of buzz in the marketing circles.
Here is one of its TVCs aired on Singapore TV channels.