By Kenneth Cortsen, inspiration from a 2010 visit to Nike’s HQ in Oregon, the US. Writing down memories and thoughts regarding specific situations and experiences on the wall may serve great purposes in terms of creating brand experiences. That is a way to depict the emotions leading to, integrated into and related to the […]
The objectives of sport sponsorship are multiple. An important one in a harsh business setting is to meet any competitive threats in the sense of taking advantage of sponsorship opportunities and exploiting these opportunities to stop competitors from reaching out for the same opportunities. Still, meeting this objective may not be enough as competitors engaging […]
Jossey-Bass published the book The Art of Framing: Managing the Language of Leadership by Gail Fairhurst and Robert Sarr back in 1996. In the book, the authors talk about the ability to ‘manage meaning’ through the use of discursive tools, i.e. stories, contrasts, metaphors, traditions, spin, artifacts and slogans. These tools work as a potent […]
Carlsberg has upgraded its existence in football. The company has signed a contract to become the official beer partner of the English Premier League. Carlsberg builds on previous experiences concerning a strong presence in top football. Presence in association with top football clubs or competitions such as Liverpool FC and UEFA competitions (EURO, 1988-2008) has […]
Liverpool FC appeals to lots of fans globally although the club is not where it was years ago, i.e. at the very top of English and European football. The club has a legacy and traditions envied by many competitors, winning 18 league titles (no. 2 after Manchester United) and more European titles (5 European […]