Sports Sponsorship

Watching Liverpool win the Carling Cup Final on Sunday reminded of something that a representative of the drinks company once said about the marketing of their product.

Young men are interested in four things.

Carling sell them one directly (alcohol) and sponsor two of the others; music
(through venues like the Carling Academy)and sport ( eg the Carling Cup )

What can the fourth thing be though ?

Branding and Corporate Identity

If your project concerns anything to do with branding I would recommend this new acquisition to the LRC. The chapter on Brand Identity is especially good and includes 12 most common naming mistakes.

My favourite is EMU ( an Australian airline ) ...named after a bird which cannot fly.