Andy on Twitter

  • Argentina beat France. Wow.,
  • AOL’s ‘digital prophet’ is everything wrong with Corporate America today via @washingtonpost,
  • Too long to set scrums. Barnes needs to stop the commentary and red the game ,
  • Welsh slowing the game down and Barnes helping. 2-3 minutes to set a scrum. Rubbish @allblacksrugby,
  • Wayne Barnes - already two appalling decisions @allblacksrugby,
  • 20,000 Interviews Later. A Lesson in Hiring Top Executives from Claudio Fernandez-Araoz: ,
  • 20,000 Interviews Later. A Lesson in Hiring Top Executives from Claudio Fernandez-Araoz: ,
  • And no, NZ wouldn't benefit if all the team sailed for UAE under their flag - what a stunningly bad conclusion ,
  • Treasury totally misses the point. It isn't about direct economic benefit, its a sports sponsorship. ,
  • Talking finance and fashion with UK entrepreneur and designer Emma Lomax via @feedly,
  • If a 173-year-old public company can digitally transform, what’s your excuse? via @feedly,
  • Thinking, straight and crooked - love the idea of Computing as Complimentary intelligence via @feedly,
  • Brain food: diet's impacts on students are too big to ignore ,
  • A to X Writing Advice, Courtesy of Copy Chief Benjamin Dreyer — Medium ,
  • Westpac beats Commonwealth Bank in satisfaction rankings ,
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Sponsorships Build Brands

I don’t know how many times I’ve heard people say that sponsorships are a sink-hole for marketing dollars. They are wrong. This piece from Prophet shows what happens when you get it right with Red Bull as the case study. They make four observations:

  1. Red Bull’s brand building is largely based on associating its brand with an amazingly wide range of people, teams and events.
  2. Red Bull believes in owning teams and events rather than being one of several sponsors.
  3. Because of this ownership model, they can and have turned this buzz machine into a profit center.
  4. Their on-brand activities reflect two very different personalities that live side by side.

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