Brand management: the Peel Regional Police and the art of working with the sponsor

Published: October 31, 2012

Think a police pipe band has it easy when it comes to funds and sponsorship? Think again. When a band has a sponsorship there’s a duty to represent the sponsor’s brand well. And if it’s a police-sponsored band, the pressure is on for every member to produce the playing goods, but also to uphold the image with the public of a serving police officer. As the alignment of pipe bands and police forces are under intense scrutiny in Scotland with the April 2013 unification into a single Scottish Police Service, pipers and drummers in any band, whether sponsored or not, can learn from what the Grade 1 Peel Regional Police must do to keep the sponsors pleased.

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TIP OF THE DAY
Pipers should avoid memorizing their music until the tune can be played from start to finish, fluidly, without error and at full speed. Once you memorize your music, it will become your reference every time you play. If your memory of the music has flaws in it, through repetition, you will permanently cement these flaws in your playing. Memorization is similar to the wood stain that would be added when building a bookcase – it would be the final touch to a finished product.
John Cairns, London, Ontario