The Marketing Bureau

LONDON - New teams and line-ups will make F1 a force to be reckoned with this season, writes Joe Thomas.

First Published on www.marketingmag.co.uk

With Max Mosley out and two new teams in, when the season starts this weekend Formula One will begin a new era - one in which the sport could become even more compelling for brands. Read more >>

If marketing is at the centre of the business universe, then the Brand is at the centre of the marketing universe.

Every customer and potential customer has a relationship with your Brand – good or bad but never indifferent. This relationship does not simply influence purchasing behaviour, it dictates it. Your Brand franchise is the sum total of every tiny “behaviour” in which your Brand engages and each of those behaviours will either add to or detract from the relationship with your customer or potential customer. Read more >>

The CEO is a keen golfer so you Sponsor the Pro Am Tournament, write a huge cheque for the provision of naming rights and a big marquee full of booze and grub. You invite a bunch of clients, prospects and suppliers and everyone has a ball. Most importantly of all, the CEO gets to play a round with the high profile Pro whose golfing career he has followed and admired for years.

And that’s how you do Sponsorship.  Isn’t it? Read more >>

By Kate Maddox B to B Online Story posted: January 14, 2010 - 1:17 pm EDT Read more >>