Write an article that offers information about the brand goals, brand positioning and some current promotional communication strategies of Northwestern Mutual is provided. Using this information, you will argue why sponsorship should be part of the companys marketing mix going forward. You will then pick a property to sponsor and develop a brand activation strategy to satisfy the companys brand goals.
note from the last paper: detailed discussion of product category exclusivity, brand association and activation define those terms to enhance their importance. These are critical sponsorship benefits.
key terms that could be included in this paper:
retention and renewal
fan reaction
media sold sponsorship
ambush marketing
advertising clutter
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