When brands band together, multidimensional stories emerge. Each brand needs to understand what it brings to the main story and to its more focused story. Strong partnerships create efficiencies. A brand gets more bang for the buck and garners a more engaged audience by letting consumers choose to see what they want to see behind the curtain.
Big brands often pave the way in marketing and smaller companies try to ride the wave or emulate on a smaller scale. However, recently there have been examples of marketing initiatives executed on by big brands that are easy for a small brand to replicate and build upon. The Gap Styld.by campaign is a great example, as is Neiman Marcus’ outreach for a fashion photographer at SXSW. But, let’s try it with Comic-Con.
Blogger and brand relationships can be tricky to navigate. Oftentimes brands choose to sample products and donate items to bloggers for feedback, reviews, exposure — only to find that nothing comes of it or that the response was not favorable. Bloggers want to remain editorially sound, which means that brands looking to crate meaningful relationships with bloggers need to have a definitive strategy and dedicated resources who are focused, disciplined, and track against concrete goals. Recently I’ve seen a few examples of how blogger and brand relationships have evolved and become more meaningful initiatives.
As a first-time attendee of the International Home + Housewares Show in Chicago, I was immediately enthralled by the breadth of offering from inventive manufacturers looking to build diverse product offerings at retail.
On January 26, I wrote about the importance of great partners when building a campaign or brandscape. I was encouraged to see a group of brands aligned to literally rebuild a community in an authentic manner, while also figuring a way to help themselves. ABC’s Extreme Home Makeover, along with Crate & Barrel, The Land of Nod, and the Red Cross worked to rebuild the homes of those impacted by the catastrophic tornado that ravaged the town of Joplin, killing approximately 160 people and destroying nearly 8,000 houses back in May 2011.
Google worked with their agency GOOD/CORPS to create a series of videos that promote small business. Not unlike the American Express Plum campaign, the idea is to showcase how Google properties enhance a business and allow it to grow. The challenge, and where the campaign seemingly differs from the American Express campaign and specifically the one with Pink Berry, is do all the partners in the campaign stand united?
One of best way to get that core message across to your audience is by aligning your brand with a cause that people already do or should support. By building messaging and online properties and aligning with the right cause you can actually help raise awareness, drive action, and inspire people while strengthening your brand’s online presence.
Brand partnerships are everywhere, but they should be in even more places.
The publishing and advertising worlds are melding in new ways, because the mechanisms for consuming and delivering have left the old media in the dust.
Could partnerships between community newspapers, local bloggers, and corporate sponsors be the future of both journalism and marketing?
As more and more fliers are online through devices and even interactive seat-back monitors, it behooves airlines to find new ways to introduce new partnerships to their audience and to drive value outside of the pressurized passenger area.
Can you extend the life of a game by re-invigorating it with new brand partners?