After visiting the massive Sony space (post 1), I was eager to see how Panasonic played it. The brand used the time at SXSW to showcase its spinoff “Game Changer Catapult, an initiative to transform your ideas into reality regardless of where or how you work and live.” Taking advantage of flexibility and start-up mentality by using top talent outside of Panasonic is part of a broader trend for big corporations seeking to generate new ideas—like when the giant accounting solutions Intuit launched Mint, the personal finance management tool.
Cause sponsorship is of great interest, regardless of its relatively small size. That’s because corporate social responsibility has become an indispensable tool for brands looking to set themselves apart from the competition.
Insights about Sponsorship Articulation Repetition Effectiveness
Science of Sponsorship Series
Authors: François Carrillat and Alain d'Astous
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