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Bring value to the table

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in Best-Practices Leadership,Leaders & Managers

There’s new thinking about sponsorships. Consider how music inno­­vator Will.i.am is helping corporate America figure this out. Instead of becoming a celebrity sponsor lugging around products—or claiming to use them—Will.i.am brought Coca-Cola a concept for recycling called Ekocycle. Instead of Will.i.am endorsing Coke, Coke is endorsing Will.i.am.

Now almost a year old, Ekocycle has several sponsors and more than 170,000 fans on Facebook.

Chris Brogan blog

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