December 3rd, 2009
As the naming rights and top-tier sponsor market continues to be challenged by the current economic environment, there are new opportunities for innovation emerging. On one side of the equation, corporate rights-holders are looking for more inventive ways to maximize return on existing agreements. On the other side, venue owners are looking for innovative approaches to generating return from underutilized real estate, while enhancing the entertainment product being marketed. With this scenario in mind, we were retained by the Atlanta Braves to develop new concepts for corporate partner integration. The Braves are viewed as industry leaders in the development of off-field entertainment concepts, and were seeking new models for incremental revenue, and the re-invention of prime underutilized ‘real estate’ within Turner Field.
The center-piece of the program was the re-image and re-purpose of the 30,000 sq. ft. ‘Sky-Field’ outfield entertainment zone. The objective was to add to the entertainment mix currently provided at the park, while creating unprecedented, innovative experience to spark attendance and generate PR. The proposed concept currently being marketed for sponsorship incorporates three innovative and unique entertainment zones: hip, incredibly scaled, one-of-a-kind viewing towers with private terraces and balconies (an exclusive ‘suite’ product unlike anything else being marketed); high-rise, larger-than-life scaled interactive game ‘towers’; and a destination bar and entertainment area that rival’s the most unique roof-top nightclubs anywhere.
Posted in Naming Rights | No Comments »
November 16th, 2009
We’re constantly challenging ourselves to expand the concept and definition of experiential marketing. Up until now, this has meant creating brand experience that combines a mix of advertising, digital media, brand identity and environment with a weighting of each that is relevant to our client’s business challenge. But as we started to see value in attacking our client’s business challenges from multiple perspectives, we began to look for partners who shared our approach and our philosophy, but with different expertise. Through our new partnership with Altus Marketing and Management (AMM), we are able to bridge the brand strategy and marketing management worlds to strengthen our ability to creatively assist our clients. AMM’s marketing strategy and management expertise provides a unique complements to Forty Forty’s brand strategy offer, and their sponsorship, event and talent representation capabilities further expand the reach of brand experience.
Altus (AMM) was founded by some very innovative entertainment-marketing veterans whose approach perfectly complements Forty Forty’s. They share our view of looking past the obvious and the predictable in defining the path towards successful problem solving. We’re sharing office space and are already collaborating on some great new assignments. We’re confident we will break new ground together in continuing to redefine experiential marketing, and we’ll share the results with you in this space.
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September 24th, 2009
Our highly successful recent micro-site for Irving Oil was a great example of four key principles that are critical in establishing brand community. Not just a random collection of consumers, but higher value participation inspired, but not controlled, by a brand. For Irving’s entry into the southern New England market, it was essential that they demonstrate enthusiasm for their new home in a highly credible way. First, the program we created could be AUTHENTIC, because it was built upon actions and beliefs already present within the organization. Second, by utilizing STORYTELLING drawn from, in this case, unique yet archetypical locals, we were able to create a dialogue that our audience could relate to and contribute to. Third, these two principles combined with an unscripted narrative and brand look and feel foster a presentation that is fluid and ACCESSIBLE. Finally, we chose to structure the program to result in HONEST IMPLICATIONS—consumer participation was engaging because the results were immediate and demonstrated sincere action on the part of Irving.
Tags: Accessible, Authentic, Honest Implications, Irving, New England Neighbor, Storytelling
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September 16th, 2009
Gap Inc. had defined an opportunity to establish a significant new revenue stream, as well as an exceptional customer loyalty tool, through the launch of a new Gap branded Visa card. While the card would not replace the existing Private Label Credit Card (PLCC), the objective was to motivate existing PLCC customers to move to the new card, as well as insure that all new customers choose the Visa card as well.
The program included developing and launching a comprehensive naming, brand architecture and branding system for the new card, the retrofit of the same for the existing PLCC card to insure continuity and clarity, and the development of a branding system for a revitalized customer rewards program. The program has been a great success for Gap and the branding system navigates the challenges of co-branding elegantly. Click to read the full project overview. Read the rest of this entry »
Tags: Brand Voice, Branding System, Card design, Co-branding, Gap, Gap Rewards, Retail, Visa
Posted in Co-branding | No Comments »
September 11th, 2009
Even with the current outrage over ill-timed naming rights investments and irresponsible sponsorship deals, sports will continue to matter to brands as a communications platform. But these efforts will only be successful if brands rethink how they look at these investments. The critical criteria of relevance, brand fit, and authenticity matter even more in sport because of the visibility as well as the accountability demanded by the fan. In the places where team, venue, sponsor and fan intersect, the expectation of the fan is at it’s highest.
Brands can also have higher expectations for the brand building potential of sport, but only if they act in a respectful and courageous manner. The brand must prove it’s reason for participating, and only then can it connect to and resonate with consumers. The challenges of creating co-branded expressions require clarity and customized brand messaging to ensure that each participant benefits equally. Executed well, these investments can still be appropriate, highly strategic, and designed to specific and measurable business objectives.
Tags: Co-branding, Naming Rights, Partner Branding, Sponsorship, Sports, Venue
Posted in Sports | No Comments »
August 27th, 2009
Brands now exist in a space that is more difficult to control than ever before. With the proliferation of new forms of branded content, consumer commentary, and constantly evolving communication platforms, a clear, concise and differentiated brand voice is essential. In order to articulate and control brand voice to insure consumer recognition and engagement, there are three areas of concern:
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Tags: Brand Guidance, Brand Look and Feel, Brand Voice, Emerging Media, NFL Players, NFLPA, Social Media
Posted in Brand Voice | No Comments »
August 12th, 2009
Major League Soccer, via their in-house group Soccer United Marketing, recognized the opportunity in renewed fan interest in U.S. soccer. As the quality of the game improved, they were in need of a message that would resonate with more sophisticated and culturally diverse soccer fans than those currently attending games. The client had defined a new positioning for the league, but needed to develop a communications and branding system for delivering the message to new fans, teams, corporate sponsors and licensees. The need to grow the fan base was critical and the solutions needed to address both short-term attendance goals as well as a long-term foundation for the growth of the league brand.
Working with the client’s tag line, Football. Futbol. Soccer. MLS, Forty Forty developed a comprehensive system that strategically and creatively addressed these goals across all forms of media including league marketing, team campaigns, broadcast, partner produced media, and web. The resulting program has received broad acceptance by the target audience and research shows the message is authentic and believable.
Tags: Brand Guidelines, Brand Line, Brand Strategy, Brand Voice, Branding System, MLS
Posted in Project Snapshot | No Comments »