Charlotte
Veyron
What is Brand Management
— and why sport changes everything.
You're not here to learn what a logo is. You're here to understand why some brands make you feel something — and how to build one that does.
Session Agenda
Why sport is the last appointment TV
The case for sports branding. Why $109B sponsorship market exists. What makes a sports brand fundamentally different from a FMCG brand.
The Brand Platform — your strategic foundation
Brand Idea → Expression → Tone of Voice → Visual Identity → Brand Promise.
AS Monaco — Daring Reinvention
How do you build a global fan brand when your fanbase is the size of a village? The full brand transformation: logo, sound identity, tone of voice, campaign launch.
Brand Audit Challenge
Groups of 3–4. Pick a sports brand. Audit it across 5 pillars. Present and debate.
AI as an analysis tool — first demo
How to use Claude to benchmark a brand, generate personas, and critique tone of voice.
The 5 Pillars of a Brand Platform
Positioning
Who you are, for whom, and why them over anyone else.
Brand Personality
If your brand were a person walking into a bar, how would they walk, talk, and order?
Tone of Voice
Betsson uses "tu" for plays and "vous" for legal. That gap is brand.
Visual Identity
Logo, colors, typography, photo signature. Recognizable at 1 second and 10 meters.
Brand Promise
Break it once and you lose the brand equity built in 10 years.
Storytelling
Nike doesn't sell shoes. They sell the moment before you decide to run.
"A brand is not what you say it is. It's what they feel it is."The only rule that matters
Case Study · AS Monaco
"Daring Reinvention" — Building a Global Brand from a 40,000-person town
Other clubs may win more. But AS Monaco will give young global fans a reason to embrace them beyond winning matches.
You are a brand consultant. A sports brand has just called you in crisis.
- Choose a real sports brand. The less obvious the better.
- Audit across 5 pillars: Positioning / Personality / TOV / Visual Identity / Brand Promise.
- Identify the #1 strength and the #1 bleeding point.
- 3 minutes, no PowerPoint. Just talk. The board is listening.
- Class debate: what did other groups miss?
AI Demo Prompt
"The prompt IS the expertise. Anyone can type into AI. Not everyone can build the right brief."Charlotte Veyron · Session 01
Launching, managing, and making your brand move.
Theory is easy. The hard part is the Monday morning when everything is late, the sponsor is calling, and your visual brief just leaked.
Launching vs Managing a Brand
Two completely different jobs. One is speed and impact. The other is consistency, protection, and long-term value.
Betsson France — The Passionate Entertainer
Building a sports betting brand in a regulated, competitive market from scratch.
Brand Leverage Points
Merchandising, licensing, diversification, association, campaigns, influence.
AI as Sparring Partner
You're the Brand Director. AI challenges your positioning and drafts your manifesto. Every final call is yours.
Final Project Briefing
Full brief presented. Groups formed. First AI research session kicked off live.
How to build a brand personality in a market where everything looks the same
Every sports betting brand promises odds. Betsson bet on something different: a personality. Urban, mobile-first, fun without being reckless.
Brand Leverage Points
The question: Would your fans pay €80 to walk around wearing your brand? If no — you have a brand problem, not a product problem.
Rule: You can only license what you've first built. No brand value = no licensing revenue.
The risk: Diversification without brand clarity dilutes everything.
The test: Does this collab make both brands stronger?
The question: If you removed the logo, would anyone know it was yours?
The rule: If the influencer would use your product without being paid — that's the right person.
AI Sparring Partner — Demo Prompts
You've just been appointed Brand Director. 30 minutes with your AI co-pilot before the board.
- Pick an organisation NOT performing at brand potential right now.
- Run the Brand Audit prompt from Session 1.
- Use the Positioning Test to challenge your first instinct.
- Generate a first-draft manifesto. Edit until it sounds like you wrote it.
- Present in 90 seconds. Class votes: buy or pass.
How do you know if your brand is actually working?
Strategy without measurement is creative therapy. Prove your brand choices drive business results — then pitch yours.
Brand KPIs — connecting equity to revenue
Brand awareness, media coverage, partnership effectiveness, sales impact, brand value.
"Everyone thinks they can do our job with AI. They're wrong."
What AI genuinely accelerates. What it cannot replace. Why trained marketers are irreplaceable.
Newsjacking Challenge
Pull a real sports news item from today. 5 minutes to draft a brand activation. Authentic vs opportunistic.
Student Brand Presentations
8 minutes pitch + 5 minutes jury Q&A.
- Content at scale: posts, briefs, templates
- Brand audits and competitive analysis
- Draft manifestos and TOV tests
- Trend monitoring and newsjacking support
- Campaign data interpretation
- Persona generation
- Translating strategy into content calendars
- Strategic judgment and cultural intuition
- The emotional weight of a brand moment
- Building relationships with partners and talent
- Navigating politics inside a sports org
- Knowing when NOT to post
- The difference between viral and tone-deaf
- Being in the room when the decision is made
"You are not training to use AI. You are training to be the person AI works for."Charlotte Veyron · Session 03
One sports headline. Five minutes. One brand response.
- Charlotte pulls a real sports news item — live, in the room.
- 5 minutes: draft a social post or activation in response, for a brand of your choice.
- Class critiques: authentic? Would you publish it? What could go wrong?
- AI generates a version in 30 seconds. Compare. What's missing?
- Debate: when does newsjacking build equity — and when does it destroy it?
Quick-Fire Concept Check
One thing you'll do differently in your next internship.
Not what you'll remember — what you'll actually do differently when you're back in an organisation, with a brief, a deadline, and a brand that needs protecting.
You are the agency. Make the brand matter.
A real strategy, with real AI tools — and the jury will push back like a real board.
Choose a sports organisation not performing at its full brand potential.
Club, federation, league, event, sponsor — your choice. Diagnose, reposition, activate, and show how AI was a strategic tool.
Brand Diagnosis
Awareness, positioning, identity, audience, competitive landscape, SWOT.
Brand Strategy
Vision, targets, positioning, promise, tone of voice, manifesto.
Activations
1–2 strong activations with clear link to revenue.
Action Plan & KPIs
Clear planning, simplified P&L, brand + engagement + business KPIs.
AI Usage — 1 Slide
Tools used, at which stage, what it added, what stayed human.
Strategic Sharpness
Is the diagnosis honest? Is the positioning differentiated? Would a real CMO fund this?
Activation Quality
Specific, feasible, connected to a real revenue stream.
AI Integration
Was AI used intelligently, or was it a shortcut?
Realism & Coherence
Does the budget make sense? Are the KPIs measurable?
"The best pitches will say something the brand should hear — not just something that sounds good."Charlotte Veyron · Jury Briefing
Inspiration — Underperforming Brand Candidates
Stade Brestois 29
Champions League debut, zero global brand infrastructure.
World Padel Tour
Fastest-growing racket sport. Fragmented brand, confusing positioning.
FFR (French Rugby)
Post-World Cup halo fading. Commercial partnerships underexploited.
Ligue Nationale de Basket
Strong product on court. Near-zero brand identity off it.
Tour de France Femmes
Relaunched in 2022. Is the brand as strong as the race?
Your Own Idea
A regional club with 8,000 fans. Sometimes the best briefs are the ones nobody spotted.
5 questions · 20 secondes · résultats en temps réel
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