Brand awareness vs. activation: What are sports partners spending $3 billion on?

First, read Chapter 14: Affinity Transfer and ROI.

Then, read the article, "It's over: My breakup letter with impressions."

  1. For what kinds of companies should brand awareness be the primary goal of the partnership?
  2. What is brand activation? What are the 5 keys to achieving brand activation?
  3. How might a company with seemingly poor fit (e.g. Dove Soap and an NHL team) still achieve outcomes through a sports partnership?
  4. Why are some partners comfortable spending thousands of dollars without any evidence of return on their investment?
  5. In measuring a partner's ROI, what groups do we want to compare and what effects would we measure?

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