‘I don’t believe logos have any value’ says founder of the Sponsorship Consultants
Logos don’t have any value and brand awareness is over valued according to Vickie Saunders, founder of The Sponsorship Consultants.
Commenting on how brands can get value from their sponsorship, Saunders, whose company supports the sponsorships and partnerships of individuals and organisations, said simply having a logo on a jersey did not do much for a brand.
The panel (L-R): Vickie Saunders (The Sponsorship Consultants), Tim Hodgson (Invictus Games Sydney 2018), John Nicholl (Australian Rugby Union), Lisa Connors (Huawei Technologies), and Brodie Carr (previously World Surf League)
Really? Brand awareness not that important? Data not useful for 99%? Perhaps 30 odd years of marketing teaching, research and quantitative evidence might disagree.
I agree Brand awareness is probably becoming less and less important in terms of what this article is discussing. However I would say data is the future and of high value. To achieve a great ROI , then partnerships need to be classically ‘win win’ The huge challenge is more and more partnerships are based and valued on such huge brand awareness benefits that so often don’t materialise and certainly don’t convert to sales. For example Garuda and Liverpool partnership which was worth $9 million per year and based on brand awareness value which certainly hasn’t delivered on increased flights to Indonesia. Perhaps if this partnership was based more on data and marketing to that data more flights would have been sold.
So much about this bothers me. It doesn’t give me much faith in sponsorship experts.
Amazing this commentary makes s mockery of the marketing profession. Sponsorship of players, events or institutions always considers the entire purchase funnel and awareness is required to create consideration leading to advantage and ultimately bonding or sales. Each brand owner will have their own objectives and the sponsorship will have its own role in the brands communication strategy. Some parts of the funnel will be more important than others and will be dialled up but to say that data is unimportant suggests the author has never been responsible for a sponsorship. Take FIFA sponsorships. To say awareness is no longer relevant suggests that new airlines like emirates didnt need awareness because customers just skip straight to sales. To say Macca didnt need to build awareness of the new create your own taste, that Nike don’t need awareness of the newest shoe suggests the author needs to go back to school and do some work experience. You cannot omit awareness as a sponsorship objective unless unless you have awareness ekevks if the product you are promoting that are higher than the property itself.