This case study outlines the latest advertising campaign for the Sage Gateshead which focuses on brand. It was developed by the communications team at Sage Gateshead together with brand consultancy Violet Bick and onebestway and is proving a success as ticket sales have been up in 2013. Mike Owen, Managing Director at Violet Bick and onebestway discusses the thinking behind the campaign.
Sage Gateshead’s communication is a real example of how the fusion of brand building (homing in on what a brand really stands for) and marketing (then making every single aspect of the messaging revolve around that brand) is really is the best way to communicate any business or organisation. Certainly any business or organisation that
wants to maximise.
Brand first. Marketing second.