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

Published: October 31, 2012
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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Drummers: Relatively speaking, compared with a practice pad, a soft tap on a drum will sound fairly loud unless it is exaggerated. To get a light sound on a drum you have to play extra quiet.
Michael Hunter, Toronto

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