BRANDING & SPONSORSHIP

– Till Death Do You Part?

WORDS: Liv Morgan

Sponsorship for so long was regarded as the ugly sister of other communication methods, thankfully attitudes have changed and it has gained reputability as a powerful marketing tool (No fairy godmothers required).

Without sponsorship or investment, your brand may aswell be a singleton without options. Consumers are being bombarded more and more by traditional advertising methods so it’s time to get smart; Everyone knows that you’re most in demand when you’re happily paired up. Unless you want to be a loveless brand for the rest of your life it’s time to get it on with some sponsorship!

Like Will and Kate, branding and sponsorship should be a match made in marketing heaven. One can live without the other but put them together and they’re a power couple that demands recognition. Sponsorship allows a brand to talk directly to its audience and by building an affinity with its selected audience, sponsorship influences the way we feel about the brand. Will may be a toff but Kate has opened our eyes to a more charming, real, dare I say ‘accessible’ view of him! When it comes to sponsoring a brand, it’s all about positioning!

Like in any relationship a wrong partnership is detrimental to both sides. Those first few weeks together are a hedonistic mix of hazy newness, you like what eachother is bringing to the table, the getting-to-know-eachother period hasn’t brought up any big no-no’s and that instant attraction hasn’t fizzled. But over time, some fundamental differences can emerge, cracks begin to show, the whole foundation of your future relationship is getting weaker… How the hell have we got here so fast?!

The key to a mutually loving and prosperous partnership begins with knowing who you are — alone. Before you commit yourself to any partnership you have to know your own space and your own values, what you are about and what benefit the sponsorship deal will yield for you. You have to know if the brand fit is right before you jump in to bed with the other party.

Read more about Branding And Sponsorship in the Summer 2011 issue of WMB, on newsstands from June 1st!