MANAGEMENT SLANT
- Personality matters. Fans categorize brands as having fun–friendly–social and traditional–reliable–straightforward personalities, so where your brand stands within and across categories matters.
- Strong personalities overspend. Brands with strong brand personalities mostly waste money on sponsorships. Official sponsorships do little for strong brands with well-defined personalities, as they typically already hold dominant market and brand equity positions.
- Boring is not all bad. Sponsorship spending and official sponsorship gains are greatest among brands with low fun–friendly–social and traditional–reliable–straightforward personality ratings.
- More can be less in marketing spend. Big spenders in...