According to IEG’s 2015 Sponsorship Spending Report, North American sponsorship spending is expected to exceed $21B in 2015 (+4% vs. 2014), with sports sponsorships accounting for 70% of that expenditure. With so much riding on the business and brand building impact of these fixed costs, here are 6 tips to help get the most out […]
Month: July 2016
eSports – an untapped market, for now
On Sunday, August 23, a sporting event the magnitude of a Rangers or Knicks Game 7 took place in New York City. Thousands packed a sold-out Madison Square Garden, while hundreds of thousands more watched the live stream across the world. A large, passionately-engaged global audience of mostly younger well-off men…but just a few leading […]
The Second Machine Age
A massive wave of disruptive technological change is coming that will leave no industry unchanged. Presently, only ripples are evident. Soon, however, technological innovation will create monumental changes and those companies that are prepared to manage this change in a dynamic way will be able to ride the wave of change. Those that are not […]
CVS and Its Big Bet on Health
In February 2014, CVS Caremark announced its decision to stop selling tobacco products at all of its 7,700 locations nationwide in an effort to better align with their corporate purpose – to help people on their path to better health. By forgoing roughly $2 billion in retail cigarette sales per year according to CVS, CVS […]
The 3 fundamental strategies your company needs
It is not uncommon in business to hear, “We need a strategy” or “We need to update our strategy.” And by “strategy,” people are usually referring to a clear, over-arching statement of the choices a company is making regarding why, how, and where to use its limited resources. That strategy is what should be guiding […]
How did she do it? Taylor Swift and brand growth
It appears there’s a bit of a (pardon the pun) Tidal wave bearing down on the music industry these days and everyone is scrambling for the lifeline that is Taylor Swift. From the star-studded launch of Jay Z’s $56 million dollar music-streaming acquisition Tidal, to the legislative debate over radio royalties, to the rumors swirling […]
The consumerization of healthcare
One hears a lot these days about the trend of “Consumerism” in health care. The term has become so broadly applied, in my mind, that it makes me wonder whether anyone really knows what it means. As a classically trained consumer packaged goods marketer who works in health care, I am particularly sensitive to the […]
What virtual reality means for the future of market research
Does qualitative market research need to be done in-person or can virtual research be the new norm? With advances in technology, traditional face-to-face research may become a thing of the past. Ten years ago, traveling to focus groups and conducting one-on-one interviews were standard in market research. Today, virtual research is being conducted via online […]
