We all know that the leading businesses in the world are those that are making people’s lives better. Both for their customers, and their employees, they functionally and emotionally solve our various human needs and desires. A fundamental problem for marketers, employers and governments today, is how can we connect with people in a meaningful way?
On a day when we have been told that Adidas is cutting its ties with the IAAF, I’ve been wondering whether it’s too fanciful for major brands to turn their attention to Joe Public and start backing everyday participation rather than focusing their cash at the top end of sport.
Its easy to just say that brands should move their marketing spend to participation sport, in fact I did on Twitter last week! But on reflection I was perhaps a little flippant so thought I’d explain why a little more.