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There are good reasons so many companies sponsor sports. For a start, the audience can be massive, which helps in terms of building brand recognition. And, there’s no disputing that involvement in sports can be a whole lot of... Read More » -
Successful customer loyalty programs can seem like an impossible dream for a retailer, but their potential for repeat business makes them well worth pursuing — if done properly. Store credit cards, for example, might appear to be a good place... Read More » -
SAP is part of a partnership to involve young people in a series of activities around the theme of ‘Why Europe Matters’. The organisations behind the project are members of the European Round Table of Industrialists (ERT) and JA Europe. (Press... Read More » -
Given our current divisive political environment, my opinion is that purpose-driven marketing and a brand’s ability to connect with its customers will be the differentiator that drives loyalty. My hunch was confirmed at Edelman’s Earned Brand... Read More » -
Capture TV metrics and include in campaign success Brand awareness campaigns on TV and video account for significant parts of the overall marketing spend in many companies. Marketers can easily obtain static metrics such as ‘Number of... Read More »