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What value the 'official' tag?

4 Aug 2011

Nike must be pretty pleased with research amongst MPs which shows that 30% are aware that it is a sponsor of the London 2012 Olympics. Job done. Execept that it isn't a sponsor at all. By contrast Adidas, a tier one partner, is only recognised by 20% of respondents.

This reminds me of a survey that a council carried out on which of its communications channels were most effective. 30% picked the council newspaper, which was particularly impressive as the council didn't produce one.

If not doing something gives you the same recognition as doing something, the do nothing strategy starts to look very cost effective. Of course, this is all a bit misleading as surveys pick up residual memories of previous associations and activities.

Nonethless, easyJet seems to have done particularly well by securing publicity on their skirmishes with LOCOG (the games organising committee). A recent photo opportunity with Sally Gunnell allegedly even attracted a LOCOG monitor to police the event. Bodies like LOCOG need to remember that for some people there is little kudos in being an 'official partner' when the seeing other brands teasing the games from the sidelines can be just as appealing to potential consumers.

It's the same in the book trade. Why buy an officially sanctioned biography when the unoffocial one will always be more interesting?