Insights

ALL THAT AND A SET OF MICKEY EARS TOO

Joanna Marcovici, Director of Corporate Strategy & Client Service There is a reason they call Disney World “The Happiest Place on Earth”. A place “where dreams come true”, and magic happens everywhere, not just inside the Magic Kingdom. It’s by design. That’s because when you’re part of the Disney environment, it really feels like everything…

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An anecdote for cause marketing

Peter Gardner, Senior Partnership Architect & Insights Developer Today is Camp Day people. That means today across Canada Tim Horton’s restaurant owners will donate 100 per cent of proceeds from java sales to the Tim Horton’s Children’s Foundation (THCF). Raising a whopping $11.8-million in 2013, it should come as no surprise that Camp Day is…

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IN THE NEWS: LUMINATO FESTIVAL HIRES TORQUE STRATEGIES

March 27, 2014  |  Sarah Barmak  |  Marketing Magazine New partnership to elevate corporate partnership program Canadian sponsorship marketing shop TORQUE Strategies will be partnering with the Luminato Festival, the Toronto’s annual festival of creativity. Torque specializes in tailored sponsorship strategies to strengthen connection between brands and consumers, so the chance to link brands with an…

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Luminato Festival engages TORQUE Strategies to elevate corporate partnership program and brand marketing strategy

Toronto, ON (May 21, 2014) – Luminato Festival and TORQUE Strategies today announced a partnership that will assist in energizing the Festival’s corporate partnership program and brand narrative. Luminato, Toronto’s world-renowned Festival of arts and creativity, brings together artists from across Canada and around the world for ten days of celebration and transformative artistic experiences.…

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Storybuilding is the Future

At TORQUE Strategies, we describe Storybuilding™ as a process of putting your audience at the centre of your brand story, empowering your brand to leverage consumer passion, loyalty and ritual. When delivered authentically, (this is where sponsorship comes in…) you connect with the consumer at a more meaningful level – moving them emotionally so they feel connected to your brand.

We’ve been having fun with the “new” idea, and went as far as to title my session in Chicago – “Storytelling is so 2013. Storybuilding is the Future.” The title was meant to invoke thought and perhaps cause a few raised eyebrows.

When breaking up is not so hard to do: LA Clippers’ partners suspend support

Auburn Sigurdson, Senior Partnership Architect & Brand Builder Birds of a feather. The company you keep. You can’t choose your family, but you can choose your friends. Well, fifteen sponsors of the LA Clippers (so far) have made the choice to suspend their friendship with the NBA club in response to allegations of racist remarks…

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TORQUE Insights: IEG 2014 Sponsorship Conference

Every spring, IEG hosts a sponsorship conference in Chicago that brings the industry together for a few days to share best practices and insights. Last week, Bart Given and Mitch Gudgeon packed their bags and headed to Chicago to enjoy the lingering winter weather, deep dish pizza and to hear from industry leaders and share our own insights. On top of being a delegate at the conference, Bart also played host for two round table sessions on StoryBuilding™ and the Community of Sport.

The Power of the Collective: Fiji Rugby Union Joins Forces with Consortium of Sponsors

Mitch Gudgeon, Consultant & Strategy Development As a former Canadian National Team Rugby player, I learned the power of the collective. A team aligned by a common goal is always more successful than any individual player on his own. This unity enables a team to leverage individual strengths and mitigate individual weaknesses by working together.…

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The Selfie Seen Around the World: Sponsor Rights Mishaps at the Oscars

Veronica Watson MacDonell, Consultant & Brand Builder I am not going to lie… I love award show season. I set myself up on the couch, popcorn in hand, dead set on not missing a moment of the action. From the red carpet to see who was best dressed, to the show itself to see who…

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David and Goliath: Canadian Grocers versus Walmart

I recently finished reading Malcolm Gladwell’s new novel, ‘David and Goliath’.  Now, this tale is one that many of us heard growing up and likely perceived as a great ‘underdog’ story, but, it wasn’t until Gladwell broke down the fable and described why David was successful in this battle that I realized the true beauty…

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