Following on from yesterday's thought.
For me when it comes to sponsorship, there’s a tendency for brands to feel that they own the experience outright.
Nothing could be further from the truth.
You know that old saying about the fact that we don’t own the Earth, we just borrow it from our children?
It’s a little like that.
Plastering your name on an event, concert or sports team doesn’t give you the keys to the kingdom.
It just gives you temporary access to the janitor’s closet.
Think of your role in terms of the curator of a museum.
You’re safeguarding the exhibits and ensuring that they’re around for countless future generations to enjoy.
If you’re lucky, they’ll stick your name on a plaque in one of the wings.
And don’t forget to visit the giftshop on your way out.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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