Passion Branding: Harnessing the Power of Emotion to Build Strong

Passion Branding Harnessing the Power of Emotion to Build Strong Brands Neill Duffy with Jo Hooper www.passion-branding.com Passion Branding Passion Branding Harnessing the Power of Emotion to Build Strong Brands Neill Duffy with Jo Hooper www.passion-branding.com Copyright u 2003 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England Telephone (+44) 1243 779777 Email (for orders and customer service enquiries): [email protected] Visit our Home Page on www.wileyeurope.com or www.wiley.com All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to [email protected], or faxed to (+44) 1243 770620. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the Publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Other Wiley Editorial Ofﬁces John Wiley & Sons Inc., 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103-1741, USA Wiley-VCH Verlag GmbH, Boschstr. 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 33 Park Road, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02-01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada M9W 1L1 Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Duffy, Neill. Passion branding / Neill Duffy, with Jo Hooper. p. cm. Includes bibliographical references and index. ISBN 0-470-85052-3 (cloth : alk. paper) 1. Brand name products—Marketing. 2. Brand name products—Case studies. I. Hooper, Jo. II. Title. HD69.B7D92 2003 658.8027—dc21 2003007458 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-470-85052-3 Typeset in 11 on 15 point Goudy by Dobbie Typesetting Ltd., Tavistock, Devon Printed and bound in Great Britain by TJ International, Ltd., Padstow, Cornwall This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production. For Marion, Sean and Kyle – my greatest passion in life Contents Acknowledgements xi Chapter 1 Passion branding – a new way of marketing 1 Chapter 2 The passion economy – a new way of thinking 5 Where we’ve come from . and where we’ve got to 5 The passion economy – new trends and expectations 6 Passion branding – building relationships in the passion economy 15 Chapter 3 Building brands in the passion economy 19 Passion branding at the heart of brand building 25 3D permission marketing – anticipated, personal and relevant 26 Case Study: MasterCard Major League Baseball Memorable Moments 31 Contributing towards brand equity 38 Case Study: Shell’s sponsorship of Ferrari Formula One 39 Case Study: Flora London Marathon 2001 47 Case Study: Hyundai and the 2002 FIFA World CupTM 51 Case Study: Orange Prize for Fiction and Orange ‘enjoymusic’ Tour 56 Case Study: Nedbank Arts, Green and Sport 65 viii PASSION BRANDING Chapter 4 Passion Branding – more than just brand building 69 Driving revenue growth 69 Case Study: MTN Gladiators 71 Energizing staff 76 Motivating the trade 77 Experiential marketing 78 Sponsor/Sponsee partnerships 80 Chapter 5 Passion platforms 81 Sport and entertainment marketing 82 Case Study: NTL’s sponsorship of the British Lions 87 Case Study: Anna Kournikova: the power of athlete endorsements 92 Case Study: Maxidor’s sponsorship of Max the Gorilla and the Johannesburg Zoo 96 Cause related marketing 104 Case Study: Old Mutual’s Save Chapman’s Peak Fund 107 Social responsibility marketing 111 Case Study: Laureus Sport for Good 113 Public private sector co-operative marketing 118 Case Study: Proudly South African 119 Passion branding in the public domain 124 Case Study: HSBC Global Education Challenge 125 Chapter 6 Strategic passion branding management 131 Passion branding road map 131 The elements of a successful passion branding programme 145 Extracting maximum value through leverage programmes 148 Case Study: Guinness Rugby World Cup 1999 155 Ideation – the point of difference 166 The role of the specialist agency 167 CONTENTS ix Managing global programmes 169 Case Study: Coca-Cola 2002 FIFA World CupTM 170 Managing multi-sponsor programmes 187 Exit strategy management 188 Contract management 189 Managing effective sponsorship programmes 189 Chapter 7 Measurement – accountability and return on investment 193 Effect vs. Output 194 Quantitative and Qualitative measures 196 Case Study: Samsung beach volleyball sponsorship in Brazil 201 Measurement guidelines 209 Measurement tools 212 Evalu8 – a sponsorship evaluation tool 213 Identifying problem areas that require interaction 221 Chapter 8 A changing landscape – some challenges to manage 223 The evolution of delivery platforms 223 Traditional sports business models under threat 225 Increasing sponsorship clutter 228 Generation Y 229 Ambush marketing 230 Appendix Thought leaders’ pen pictures 233 Acknowledgements As Jo and I have found out over the last twelve months, writing a book of this nature is not an easy undertaking. We have been fortunate to have the help of a number of people around the world who have given of their time and shared their opinions and knowledge with us and this help has been invaluable in shaping much of the thinking expressed in Passion Branding. In particular we would like to thank the many marketers from all corners of the globe whose insights and experiences have added immeasurable depth to Passion Branding. For this our thanks and appreciation go to – Adam Morgan, Chuck Fruit at Coca-ColaTM, Karl Bistany at Octagon, Iain Banner at Richemont, David Butler at Laureus Sport for Good, Sean O’Neill at Guinness, Michael Brockbank at Unilever and Larry Flannagan at MasterCardTM, Sally Hancock at Redmandarin, Bob Heussner at 05, Michael Payne at the International Olympic Committee, Alasdair Ritchie, Ty Speer, Harlan Stone at Velocity, Christopher Weil at Momentum, Ravi Naidoo at Interactive Africa and Stephen Bowey at Old Mutual, Martin Feinstein at Proudly South African and Billy Lascaris at Octagon, and Lisa Murray and the Octagon Marketing team in Connecticut. It is indeed a credit to the marketing community in general and its desire to raise the standards within the industry that these people were all so open to our request to share their knowledge and insights with us. It is also encouraging to note that we were only turned down for one interview from the many we requested and eventually conducted. xii PASSION BRANDING We would like to extend our sincere appreciation to all those who provided us with information for the case studies interspersed throughout Passion Branding. These contributions are invaluable in bringing the theory contained in Passion Branding to life. Our sincere thanks go to – Juan Carlos Perez at Shell, Phil Tardif and Kelly Brooks at Coca-ColaTM, Andrew Sherwood at MTN, Ben Sturner at Lycos, Alex Briggs at Adidas, William Parry and Nicole McGuinness at HSBC, Helen Casey at Old Mutual, Martin Feinstein at Proudly South African, Renata Downing at Maxidor, Denise Lewis and Sue McGregor at Orange, Mr R.S. Cho at Hyundai, Nicky Bowker at Nedbank, Pippa Dunn at NTL, Adriana Justi at Samsung, Jeremy Sampson and Lisa Marsala at Interbrand, Katie Quinton at Flora UK. As a leading company in the ﬁeld of sponsorship research, we are grateful to Sports Marketing Surveys for providing us with access to research and statistics which lend credibility to many of the claims made in the book. We would also like to thank Andy Richmond for the research provided by mediaedge:cia. In a similar vein we are grateful for the input from S-Comm Research and from both Jim Taylor and Erica Dreijer at Nota Bene with respect to the Evalu8 sponsorship evaluation tool. We are also indebted to many of our Octagon colleagues around the world who have assisted in giving us access to and information concerning the major sponsors in their respective territories, have shared their thoughts with us and challenged our thinking. For this we are particularly grateful to Karl Bistany, Phil de Picciotto, Aidan Day, Lance Hill, Lisa Murray, Mariso D’Amico, Woody Thompson, Sean Downes, Fulvio Danilas, Jeff Ehrenkrantz, Beth Parker, Sally Dean, Ros Ryder and Joy Campbell. To the team at Octagon South Africa, a very big thank you. They provided a ‘test bed’ for a lot of the thinking that sits behind Passion Branding and are, in our opinion, leading the way in terms of how Passion Branding is being positioned as a major piece of the marketing mix in South Africa. Several other people also deserve special mention for their worthwhile assistance in various ways – Sally Hancock and Simon Robinson for providing many useful contact names and suggestions for case study material; Chris Couchman at Coca-ColaTM for his introductions; Lauren Cousins for researching case study information and Gail Rayner for ACKNOWLEDGEMENTS xiii tirelessly transcribing the hundreds and hundreds of pages of copy from the various Thought Leader interviews.

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