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Navigable Slide Index

1. Introduction
2. Who are Redmandarin?
3. Our clients
4. Agenda
5. Strategy
6. A question of semantics?
7. Example of a strategy
8. Distinction between plan and strategy
9. Sponsorship strategy
10. Challenges
11. Accountability
12. Problems with sponsorship objectives
13. Strategic framework
14. Strategy and creativity
15. Connection between strategy and creativity
16. Creative focus
17. Example of creative focus
18. Understanding persons, not just consumers
19. Psychological relationships - consumer, person
20. Real people and brands
21. Honest brand modelling
22. An example: T-Mobile's street gigs
23. Strategic and SMART objectives of T-Mobile
24. Concept testing
25. The events
26. The strokes at Natural History Museum
27. Results
28. Parting thoughts
29. Clear strategic thinking - free creativity
30. Thank you

Topics Covered

• The difference between a strategy and a plan
• Components and criteria of strategy
• Clear objective setting as foundation
• Parameters for creativity
• Example of excellence in creative emerging from clear strategy

Links

Series:

• Sport Marketing

Categories:

• Marketing & Sales
• Strategy

Bite-size Case Studies:

• T-Mobile: strategic decisions to improve position in the market

Talk Citation

Publication History

• Published on May 22, 2008
• Archived on April 4, 2022