I was watching the opening games of Euro 2020 and it struck me how many of the sponsors are no longer the kind of 'blue chip' brands we've been used to seeing over the years. The image below show Euro 2000 vs. Euro 2020 main sponsors. Many of the brands and even categories on the … Continue reading How things change
Strategy is one of those words that many of us throw around, often without really knowing what we mean by it. Sometimes we mistake a strategy for an ambition, or a goal: "Our strategy is to grow by 25% every year for the next five years." Other times, a strategy is no more than a … Continue reading Good Strategy/Bad Strategy
Lots of talk in the last week about Paddy Power's Save Our Shirt campaign. Just in case you've been relaxing on a beach, this is the one where Paddy Power revealed a new sponsorship of Huddersfield Town FC, complete with an outrageously large logo on the front of the club's new shirts. For anyone even … Continue reading #SaveOurShirt
Nike is currently celebrating the 30th year of Just Do It. And rightly so. It's one of the best and most enduring positioning statements of any brand, in any sector. Coined in 1988 by Wieden + Kennedy (still working with Nike to this day), Just Do it has been a powerful driver of Nike’s brand … Continue reading Nike Just Did It Again
An interesting report from Mintel in the news this morning, revealing that "fun-loving Britons are expected to spend £129 billion on leisure activities this year, a 17% increase on five years ago, with activities such as trampolining and outdoor assault courses seeing a surge in interest from adults". This contrasts with a 17% decline in … Continue reading UK adults spend large on having fun
A couple of weeks ago I went to SWEAT, an event organised by UK Active for the boutique fitness market. For the uninitiated, boutique is loosely defined as smaller, independent venues offering a highly engaging and specialised fitness experience, usually based around a single form of activity and with flexible pay-as-you-go options instead of the … Continue reading Can boutique fitness keep on growing?