Sponsorship as a Driver of Differentiation! »
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| Speaker | Brendon O'Connor |
 Brendon O’Connor from Vodafone will present a topic close to his heart - Sponsorship as a Driver of Differentiation. Sponsorship allows your brand to be something (as opposed to advertising, which allows you to say your brand is something). Brendon will challenge our assumptions about why we differentiate in the first place. He will question why there is a predominance of sponsorship activity in New Zealand that is aligned to products and sales promotions rather than brands. Brendon will present sponsorship as one of the most effective tools for building a brand, including Vodafone examples. Brendon has 16 years experience in marketing in New Zealand and overseas. He was Commercial and Marketing Director at the New Zealand Rugby Union when the game went professional, leading the commercial development programs and creation of new brands, he was GM Business Development for a top tier NZ Law firm for 3 years, he worked as a brand consultant for Jaguar Racing and Unisys in the United Kingdom and has been with Vodafone for 2 years as Head of Sponsorship. Brendon's career is characterised by specialising in branding and marcomms in services industries where, Vodafone excepted, customers and marketing were not traditionally part of the core business strategies. | |