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 […]
A perfect fit: football fan culture and beer
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: when ownership became a problem!
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 […]
Sport & the social media landscape
An article in Mirror portrayed Lord Sebastian Coe criticizing athletes for spending too much time on social networks during the Olympics. Young media darling, Tom Daley fired back at Coe by stating: “speaking to fans and friends on social media was part of his day-to-day routine.” The diver responded to Coe’s comments in a forceful […]
Sports sponsorship and access to fans and emotional equity
“Sports sponsorship should be about storytelling and experiential.” Edgar Kuipers, client services director, Havas Worldwide Amsterdam I read that citation in an article in Marketing Magazine and the tagline sounds populist but nonetheless very reasonable in my ears. In my world (if I set myself free of textbook definitions of marketing), marketing is about relationships. […]