ALLIANCES: Good For Business

In our business creating brand alliances for our clients is an excellent skill set. It's even better if we get a bonus or a percentage of any funding that is changing hands. In some cases, creating strategic brand alliances can not only help two brands promote themselves through a mutually beneficial arrangement, it can virtually keep them "alive" financially. How do you make the right connection? In our world of consumer goods we look for two brands in non competitive categories that could enhance each other. For instance, a brand with a sexy, luxury halo brings cache to a more stalwart mass brand, while the heavy earner brings the cash. In this case, strategic messaging is critical to creating the "right" story so both get what they want: money AND position. In our world we try to keep as flexible and forward thinking as possible. The best way to make an alliance is to allow yourself to be creative. You'd be surprised what brands can make great partners.