With another summer of high profile sports events coming to a close, all manner of brands have been fighting to secure their place in the increasingly complex and high stakes world of sponsorship. Nichola Kent-Lemon shares the key factors in the success of your sponsorship?
At CERN in Switzerland, home of the Large Hadron Collider, they wanted to know much visitors took away from their experience. Cori Moore of Point-Blank International shares how they used haptic sense-making techniques, including Lego to facilitate a dialogue between scientists and visitors.
“Like ‘sustainability’, the word ‘diversity’ had little popular currency ten or twenty years ago. Today everyone at least pretends to understand it”. Malcolm Evans, founder of Space Doctors delves into the world of semiotics and shows how the techniques can be used in helping researchers and marketers better understand international and local markets.
Coca-Cola were faced with the challenge of increasing the impact of personal packaging in South Latin America. Esteban Foulkes of BMC and Roxana Paciente of The Coca-Cola Company, talk about how Coca-Cola grew their business in this area with a research project that directly led to the organisation modifying the behaviour of their target market.
Willem Brethouwer of MarketResponse and Ruben Mensink at ProRail, the Dutch national rail infrastructure organisation, talk about a recent study in which they harnessed the power of stories in to generate pride and transparency internally and get a grip on their reputation externally when it was at an all-time low.