Brand Awareness and Brand Transition
Can Extreme Offshore Sailing put Emotions to your Brand?
Sports Promotion offers Brand Exposure, leading to improved Brand Awareness, but most importantly is that it fills the Brand with Values, Emotions and Associations. This is done by positive values and emotions of the sport get associated with the Brand, as they occur together in the same stories. This is what most companies involved in Sports Promotion wants to achieve, an enrichment of what the Brand stands for, the values and emotions associated with the Brand. But strengthening the Brand may not be the only goal, more importantly may be to change the associated Values and Emotions – Brand Transition.
Sports Promotion is also a very powerful tool to strengthen the organization – unifying, empowering and motivating the employees in Brand Culture, Direction and Purpose. As an example of this we have Intrum Justitia who participated in the 1993/1994 Whitbread Around the World Race. Although the main purpose of the participation was to create interest on the London Stock Exchange for the Intrum Justitia Stock at the time of introduction, the main gain was something different and not part of the plan. As Intrum Justitia is a debt collection company, the employees were not very proud of where they worked.
In social circumstances outside the company the employees tend to avoid telling where they worked and mostly claimed to work in the financial business. However, after the entry into the Whitbread, the emotions changed and the employees got more and more proud of the company and by this time happily wearing the sailing team jackets also in public. Imagine the value of such a Brand Transition within the organization!
Want to discuss how we can work together? Contact us…!
Back to What is Sports Promotion…
