Nov 08, 2011 at 03:16 PM
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How Sponsorship Can Give Meaning To Your Marketing

According to Havas Media Labs, the majority of people wouldn't care if 80% of brands disappeared tomorrow. That's a pretty striking assertion that Umair Haque, Havas Media Labs Director, uses to implore marketers to move beyond aspirational advertising. The next step in the evolution of advertising, he says, is to create meaningful brands that matter in human terms, not aspirational ones. Meaning doesn't signal status, but rather impacts lives in tangible terms... making your audience smarter, more fit, better connected, etc. This is, of course, the essence of sponsorship when activated to its full potential. While aspiration still sells, the next time you're creating a proposal you might want to give a little more thought to impact. Does what you're selling to xyz company have true meaning to its consumers? Find out more about meaningful brands in the video below from the recent World Retail Congress in Berlin.