CEPSM Blog

Why Sponsorship Valuations Inspire CONFIDENCE

I get asked a lot why sponsor valuations are so important. In one word, CONFIDENCE. In fact, most people who take my workshop tell me that it is the #1 benefit of having a formal, trusted valuation process. A properly valuated property gives you the confidence when you walk in to meet with a prospect, […]

Demarketing: The Next Wave in Marketing

In 1969, Levy and Kotler co-authored a paper in the AMA’s Journal of Marketing titled “Broadening the Concept of Marketing.” They laid out the idea that marketing was about more than goods and services, it was about places, people and ideas. Instead of simply focusing on soap, toothbrushes and televisions, they wanted to expand marketing […]

Sponsorship Self-Analysis Quiz

To determine if Sponsorship Boot Camp workshop, October 24 at the Grand Hotel and Suites Toronto is right for you, take the quiz below and see how many apply to your environment. My experience in sponsorship development is limited  Our organization is new to sponsorship and want to get it right the first time We’re not sure that […]

The Downside of the Re-Naming of the Air Canada Centre

On one hand, I’m pleased that MLSE was able to cement a deal for $800,000,000 with Scotiabank for the 20-year naming rights to the formerly named Air Canada Centre (ACC). The deal speaks volumes about the importance of connecting with existing or potential customers on their turf and legitimizes sponsorship as a vehicle to get […]

Why the Canadian Digital Service is a Major Milestone for Canada

Over the course of the past two decades, there have been numerous initiatives/movements relating to the Government of Canada and the digital space. I can see why it’s hard for people to get excited about yet another one. However, having worked as a management consultant (specializing in the digital channel) with nearly every federal department, I’m […]

Naming Rights Need to be a Good Fit to Stick

Naming rights for municipal facilities are increasing significantly across the country. While it’s important to generate much needed revenue, municipalities also need to consider the impact that the “fit” plays in community support for naming rights initiatives. Any new naming opportunity should: be easy to remember; be easy to say in a sentence; have some […]

Employer Branding: Putting Money in the “Trust Bank”

Introduction Many organizations spend a lot of time and energy building strong brands —but they often fall short when it comes to strengthening their employer reputation. “Employer branding” is no longer simply a concern for recruitment marketing; it is also a key component of effective organizational leadership. If organizations can’t attract, engage, and retain the […]

CEPSM In the News on Naming Rights

The Globe and Mail is reporting on the subject of naming rights in a series of 10 articles and managing partner, Bernie Colterman, has provided his perspective. How to maintain a legacy? Brand your buildings in perpetuity, all across Canada Perpetuity agreements are more common in commemorative namings where a sponsor or donor is recognized […]

Brand Activism…Big Opportunity for Non-Profits

Well, here it comes. Brand activism – the breakthrough concept in marketing management.  This is clearly going to be a big opportunity for nonprofits and governments with major causes that are looking to partner with the private sector.

Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.”  We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. (more…)

Sponsorship Provides a Platform for Brand Activism

Today companies need to be seen as more than just profit-driven. They need to be seen as leaders in their fields. One of the ways to do this is by being viewed as having an impact on our biggest societal problems or by making our world a better place in which to live, work and play. Simply talking about it isn’t good enough – companies need to demonstrate these brand values on a daily basis.

Activists-Dare-to-Care

Cover for Activists Dare to Care. Brand your activism for social change – paperback cover, by Christophe Fauconnier


This is especially relevant for millennials who have high expectations for brands. Most would like brands to show concern for the communities they serve and the world we live in. And they speak with their wallet to those companies that share values similar to theirs. In fact, they even favour working for firms where they share the same values.

Enter sponsorship.

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