This post is representative of what happens when experts create content that isn't a mere analysis of the current state of things, but an offer of wisdom and proven methods—something truly practical for readers facing very real challenges in their careers and, therefore, lives. And it's what we, at Brandingmag, strive for every day as we push our contributors to be more willing and open with their unique *how*. Thank you, Guillaume. Not only for sharing Gidyon's valuable article, but for also reminding us why our guidelines remain strict and our feedback honest. May all publishers strive to create more interactions like these, both with their thought leaders and those listening to them. #Publishing #ThoughtLeadership #Editorial
Leading innovative brands to inspire and impact lives / Brand, Marketing & Communications consulting
? I’ve been asked to measure the ROI of our sponsorship strategy… ? That’s what a client told me yesterday. ?????? ?????? ?????????? ???????? ?? ???????? ????????! As brand and marketing professionals, we often invest significant resources in sponsorships and we try to come up with relevant KPIs on their impact beyond immediate visibility metrics. The truth? Sponsorships can really transform brand perception and drive long-term value, that’s why we do it! But how can you measure it, and more importantly share it in a few slides for your CFO or the ExCo to understand (and fund it)? I looked over the internet if somebody did come up with a usable solution and found this piece on measuring the halo effect of brand sponsorships in Brandingmag ? https://lnkd.in/eDtcppd9 1. The real challenge isn't just tracking impressions or engagement—it's quantifying the subtle yet powerful halo effect that elevates your brand through strategic partnerships. 2. What exactly is this "halo effect"? It's when positive attributes from the sponsored entity (event, team, cause) transfer to your brand, creating value that extends far beyond the activation period. Think Red Bull and extreme sports, or American Express and cultural events—these aren't just sponsorships, they're brand identity amplifiers. 3. Gidyon Thompson’s matrix framework presents a revolutionary approach to measurement that captures both quantitative metrics and qualitative brand enhancement. Instead of viewing sponsorships as expense items, this approach reveals them as strategic investments in your brand's emotional equity. T?????? ???? ?????? ?????????????????? ?? ???????? ?????????????????? ???? ???? ????????????: ??Pre and post-sponsorship perception studies reveal the true value transfer ??The alignment between brand values and sponsorship properties determines ROI potential ??Secondary audience impressions often deliver greater long-term value than primary reach ??Measuring brand attribute shifts provides deeper insights than basic awareness metrics For CMOs: When was the last time you measured how a sponsorship changed not just what consumers know about your brand, but how they feel about it? For my fellow marketing leaders and brand strategists: How are you measuring the true impact of your sponsorship investments? Are you capturing the halo effect, or just counting eyeballs? Let's elevate our sponsorship strategy beyond visibility to value creation. Would love to hear your thoughts and experiences with measuring sponsorship effectiveness! ?? #BrandStrategy #SponsorshipROI #MarketingEffectiveness #EventMarketing #BrandHaloEffect