Old model
A proliferation of logos placed upon a player with little or no ‘equity
‘connection in the belief that awareness was created. At best a linear
relationship between the logo and the target delivering awareness. At
worst total confusion as to the message.
New model
We ensure that we deliver a consistent message (brand equities) in an
environment where the audience are receptive (golf situations) through a
channel the audience have an affinity with (the player). In this
instance the relationship is circular and exists between the player, the
brand(s) and the consumer and at best becomes a virtuous circle
enhancing brand equity.
Today the target is more demanding and in control of how, when and where they receive messages.
