In Mumbai City Midea had the chance to become the 'Official Sleeve' partner which of course I grabbed when possible to make that extra + needed 'Brand Awareness Noise' within the Indian Market.
(Too) many people, even marketers, forget that purely paying to become a partner + having IP rights does not 'automatically' make you visible.
(Too) often I have seen that the brand's team:
- is not capable (human + financial resource-wise) to activate the IP
and/or
- has not (even) planned (enough!) extra sponsorship activation money
and/or
- did not get (enough) additional sponsorship activation money approved by senior management
...when you still need to 'blame' both parties:
1) marketing team for failing in proper stakeholder management +
2) senior management in failing to trust their marketing team (or for not having hired the right team they can trust!)
2020 I knew my 🇮🇳 Indian team has non of above...
= I convince my HQ senior management that a HIGH VISIBILITY asset is needed
= the 'Sleeve Partner' option is the most effective for the highest possible 'Impact'
...while I 'thought' my 🇺🇸 US team has the needed capabilities -
however, I learned it the hard way, that they did not...
(but that's a different story in a different section!)
Back to India 🇮🇳
Midea became 'Official Sleeve Partner' and as stated above, the more you invest in HIGH VISIBILITY assets like Front of Shirt or Sleeve the BIGGER the impact (obviously!) without any additional e.g. Social Media Campaigns or Retail/in-Store activations...
No, don't get me wrong, you should still always the the Whole Shebang! to maximize the impact,
however yo do need capable human + enough financial resources!
...while I was happy with the Midea logo all over India(n) TV:
PS: ...of course wonderful to have to Midea logo forever in that historic Winning Champions Photo Ⓜ️📸⚽️🏆