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Nintendo evolution

Creating a brand to reflect a business is one of the most important missions every entrepreneur has to tackle when starting a company. Beyond a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and helps acquire new customers. But be careful, this is not a one-time mission. A brand and its branding aren’t static and can’t just be set up once and then ignored forever after.

Many companies start off in one direction, but they don’t necessarily keep that course. They grow and adapt, they add more services, change their business model, decide that perhaps the audience they were once aiming for isn’t the one they want to target anymore. Maybe the founder decides to add a specific product or service or focus on a new market, another reason may be a shift in focus to a product that is outselling the competition. …


Frank Fifea / AP
Frank Fifea / AP
Frank Fifea / AP

In 2018, our article Federer and the golden nugget: the value of athletic sponsorship honed in on the art of finding a perfect fit between a brand and an athlete. We talked about Brazilian superstar and forward for the Paris Saint-Germain football team, Neymar da Silva Santos Jùnior.

Already admired from a very young age, Neymar was nicknamed “O Ney”, in reference to “O Rey”, the alias given to the legendary footballer Pelé. The bar was set high for young Neymar. …


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Unfortunately, we can’t read the tea leaves of medicine and government data but it’s safe to say that COVID-19 and its recessionary impacts may be around for a while. The market may take years to recover, but it’s not all bad! Some businesses have actually grown with the pandemic and the recent quarantine and travel restrictions have changed our habits in ways that may benefit our future.

In the face of the economic turbulence, marketers are anticipating lower budgets and higher goals. We may be looking at a “swoosh” recovery, akin to Nike’s logo, dropping fast but coming back up again slowly and steadily. Which begs the questions: will marketing and brands be able to survive this new reality? …


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Riot Games

Of the USD1.5 billion worldwide eSports market, investors account for 50 per cent and sponsors/advertisers are close behind at 35 per cent. The remaining portion is comprised of prize pools (6 per cent), merchandise and ticket sales (5 per cent), and betting and amateur tournaments (5 per cent).

Intel, T-mobile, Coca-Cola, Airbus, Mercedes-Benz and Nike are some of the biggest sponsors at the moment. The link is obvious for internet-computer moguls Intel and T-Mobile, but what’s in it for Airbus and Mercedes-Benz?


Jacquemus Fall/Winter 2020–2021 — Vogue France
Jacquemus Fall/Winter 2020–2021 — Vogue France
Jacquemus Fall/Winter 2020–2021 — Vogue France

As much as fashion is a universal language, and a reflection of culture, it is also a source of angst for the planet. The fashion industry has a reputation for polluting, not only throughout the production cycle, an often decentralized manufacturing chain, but also across countless trips to fashion weeks and other events, several times per year.

In the face of the current crisis and global push toward sustainability, the industry has come under intense pressure to adapt. And adapt, they will. …


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Getty Images

ESports exploded in 2010. Good players started posting their gaming sessions on global online platforms such as Youtube and Dailymotion, but they lacked the capacity to live stream interact directly with the gaming community. This led to a simple yet remarkable solution that changed the industry forever: Twitch.

Called ‘Justin.tv’ before being absorbed by its mother branch, Twitch is the №1 destination for gamers wanting to showcase their skills and for people wanting to watch them. The streaming service was branded as the online gathering point for gamers around the world. Its growth has been spectacular: in 2012, the number of minutes spent on Twitch videos was 72 billion. In 2018, the minutes jumped to 560 billion. …


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Epic Games

Early 2020 got off to a rough start, as we all know, with the outbreak of the COVID-19 virus and the measures taken to slow its spread, literally blocking a big chunk of the economy. Without a doubt, the sports industry has been hit hard. Almost all big events have been cancelled or postponed, pushing event organizers, leagues and federations to the brink of bankruptcy. But if we want to focus on the positive, inside the reign of sports, the younger esports has the potential to gain terrain on its elder sibling by seizing new opportunities during these unprecedented times. …


Social Samosa
Social Samosa
Social Samosa

As the coronavirus continues to threaten the business world, many agencies and brands are turning to virtual events as an alternative. We are currently living through history’s highest ever rate of change, and remote innovations are arriving faster than expected.

Virtual events still sound a little futuristic, even if they’ve been around since the 90s when the world’s first livestream brought us webcam footage of a coffee maker dripping. Since then, virtual reality has been finding its way into our homes, offices and daily lives.

Moving an event online can seem overwhelming, but research shows that making it happen is often more beneficial than expected. When a virtual event is well planned and based on a well-designed platform, it can complement or even completely replace a physical event. …


Super Bowl Miami 2020
Super Bowl Miami 2020
Super Bowl Miami 2020

As the 2020 Cannes Lions is cancelled due to Covid-19 (22 to 26 June), we want to celebrate the power and effectiveness of creativity, and look back to the 54th edition of the Superbowl in early February 2020.

The NFL’s Superbowl has always been the pinnacle of sport and entertainment in the US. With the price tag of a commercial spot floating around the humongous valuation of $5.6 million, companies investing in these spots need to create a real emotion to the viewers, or at least a great buzz (did you say viral?). …


Brand minds
Brand minds
Brand minds

In part 1, we’ve explained what an influencer is and how influencer marketing works. But I’m sure you want to know if it’s really effective and how it can actually help you.

What are the benefits?

An influencer will speak about the pros and cons of your products, but in such a way as coming off far more credible and useful than any traditional ad could do. It is important to realize that it is the influencers who have built their audience. It is not accidental that fans follow influencers and not the brand. …

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A boutique agency with international experience. Check out the latest trends in sport, luxury and marketing.

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