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Category Brand marketing

Sponsorship works!

June 28, 2014, Categories  Brand marketing, Guru in a Bottle, High Impact Marketing that Gets Results, Sponsorship News, The Art of Influencing and Selling Comments One comment

adidasAdidas has posted £1.6bn in global sales of football shirts, shoes and balls largely as a result of the exposure delivered by its sponsorship of the FIFA World Cup Brazil 2014.

The company says it’s “definitely” on track to break trading records this year having registered strong sales figures pre and during the current World Cup. Adidas has been gradually building demand for its shirts, boots and balls since last November to try and ease the pressure on its retail network during the tournament trading period.

As a sponsor of nine national teams, Adidas has sold more than 8m shirts, a significant increase on the 6.5m shirt sales it achieved for the 2010 World Cup...

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How to create success in the face of adversity – the remarkable story of Cobra Beer

June 7, 2014, Categories  Brand marketing, Guru in a Bottle, Sales practice Comments No comments

Lord-Bilimoria_2927686bCobra Beer is one of the fastest selling beverages in its category and is to be found in over 98% of all Indian restaurants in the UK.

But without the tenacity of its founder Karan Bilimoria, it could so easily have been a very different story.

Prime Minister David Cameron recently paid a visit to to the brewery in Burton-on-Trent in the West Midlands and Lord Bilimoria advises the PM on Anglo-India relationships.

As a small businessman, Lord Bilimoria understands first-hand what it feels like to take risks as well as borrow money to finance a venture that requires substantial capital but that has phenomenal prospects of being hugely successful.

Lord Bilimoria survived a “pre...

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One of the world’s biggest corporates makes a donation to CND

May 13, 2014, Categories  Brand marketing, Thought Leadership Comments No comments

Unilever Peace campaign for Lynx

Strange, but true…

Unilever will continue to use the peace logo in promotions for its new Lynx fragrance but is making an undisclosed donation to the Campaign for Nuclear Disarmament (CND) after the protest group slammed its “callous” use of the iconic symbol.

The FMCG company said the “universally recognised symbol of peace” is a key part of its bid to raise awareness of peace globally, which forms part of the marketing campaign for its new “Peace” sub brand.

The campaign, which has seen 70ft peace signs tagged on various landmarks across the capital, was slammed by CND as being a “disingenuous”...

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