corporate brand strategy

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Define the Role
What we do
Start with the consumer
Determine which brand needs sponsorship can best address
Strategic creative platform or a tactical brand activity?
Is sponsorship the right route?
How this adds value
Avoids sponsorship with no relevance to consumer or brand - other channels may be more effective
Clear Objectives from the start


Develop Strategy
What we do
Delve into consumer passions and interestsStart with the consumer
Match needs with those of the brand to identify the right sponsorship insight
Identify areas of competitive clutter
Develop right sponsorship architecture
Consider integration across communication channels
Audit current sponsorship finding gaps and overlaps

How this adds value
Provides blueprint for use throughout company, category, region or brand
Frees up management time by enabling faster, more effective and accountable decision-making


Identify Sponsorship Ideas
What we do
Continually challenge traditional approaches and
Apply high-level creativity - brand-led not property led
Constantly track what's sponsored, what's available and hence what's possible
Provide short-list, right for consumer, brand and on strategy.

How this adds value
Positions you firmly as a buyer rather than a receiver
Shortcuts lengthy search process leading to better use of time and resources


Choose the Right Sponsorship
What we do
Create strategy-led evaluation models that check fit, relevance, impact and reach
Identify all areas of potential cost and value streams
Test for potential impact and consumer behavioural change
Provide impartial recommendations with which to start negotiation process

How this adds value
Ensures that only relevant sponsorships make the grade
Provides decision making model allowing for sponsorship comparisons

Plan Implementation
What we do
Plan for maximum brand activation across communication channels
Ensure consistency of brand message
Establish management strategy with right level of internal and external resource
Create project management and timing plans
How this adds value
Ensures you get the most out of the deal, and maximum value for your brand
Provides basis for negotiation, identifying rights needed and value of brand marketing contribution


Negotiate Rights
What we do
Use market knowledge and experience to ensure deliverable rights at right price
Manage process to secure win-win situation for both partners
Oversee contract to ensure all bases are covered

How this adds value
Protect you from paying over the odds using extensive experience of fair market prices and innovative deals
Ensure contract gives legal protection if activity doesn't deliver or goalposts move

Plan Evaluation
What we do
Identify up-front all possible streams of value
Design evaluation frameworks to check delivery against objectives
Plan research programme in consultation with in-house consumer insight teams
Identify where additional primary research will be needed
How this adds value
Provides additional leverage in negotiation
Aids internal decision making process

Make the Sponsorship Work
What we do
Develop internal handbooks and run workshops to ensure complete and consistent buy-in
Act as executive interface between you, the partner and associated agencies
Aggregate all research data to analyse results
Provide impartial perspective on success and key learning

How this adds value
Demonstrates ability of sponsorship to deliver real value
Provides tools to communicate measured results to all stakeholders
Can provide platform for re-negotiation and re-configuration of the deal

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Asia Pacific: hass.aminian@redmandarin.com +65 6535 4009

Europe: shaun.whatling@redmandarin.com +44(0)20 7566 9410