Shaken or stirred? Olive or twist? As Jon Bonné, wine editor of The San Francisco Chronicle writes, "the gin martini is about the courtship between two complex ingredients. That deceptive minimalism makes it a triumph of technique."

Similarly, the courtship of emotional connection is critical to the makeup of the triangle between the brand/sponsor, the venue/property, and their (hopefully 'shared') audience.

The venue may reach with its audience by default through a pre-established following generated via the event and/or the talent. The venue, event, and talent also can easily work out a mutually beneficial arrangement with their sponsor. That leaves only the sponsor/brand and its emotional connection with the audience as the last piece of the puzzle for a perfect activation.

The sponsoring brand is usually the one picking up the tab, in exchange for using the venue/event as a vehicle to reach its intended audience. But it needs to establish its own emotional connection with the audience in order for the 'reach' to resonate into engagement, and continued courtship culminating in a lasting marriage.

And as with the gin martini, not the 'pretend' cocktails that borrow the martini name, there is no 'perfect' recipe. However, the brand should employ proper techniques for establishing emotional connection with its consumer. The brand should encourage frequent, habit-forming but voluntary interaction, and find various methods to build cumulative value for its customers based on that interaction. Positive shared experiences only add to the mix. Relevant brand association and admirable brand representation are keys to a successful campaign. Of course without a saying, the product has to be good too.

Woo (or court) your sponsors accordingly, and provide them opportunities for positive brand association and emotional connection with the audience, yours and theirs.