The Rugby Business Network’s latest event was on a topic close to my heart, the value of rugby in business and, in fact, its rising value. The key speaker for me at this event was David Haigh, Founder and CEO of Brand Finance. Having written my graduate dissertation on the value of brands and having long followed…
In February 2007 Lloyds TSB signed the first partner agreement with Locog for the London 2012 Olympic and Paralympic Games. One year on from the Games, I have three questions: What did they want to achieve from that? How did they make it happen? How did they measure it? 1) Setting clear objectives.…
1) The right fit – in terms of partner, values and strategy. The property you decide to sponsor has to make sense. It has to be a good fit, not only for your clients and new clients to believe it is genuine, but also to ensure a good mutually beneficial partnership. e.g. Dove Men+Care in…