“In today's busy world of brand marketing, utilizing the strength of marketing alliances to get product into new channels and venues is an essential marketing tool to generate incremental sales.”
When you make yourself as visible as possible and, at the same time, build a powerful brand story, you create a celebrity brand that consist of three important elements--trust, credibility, and expertise.
“ Innovative partnerships can make brands seem hipper, more modern, more distinctive, more interesting, and more noteworthy...”
Also known as strategic partnerships, the practice of co-branding now extends to industries as far ranging as cosmetics, hotels, restaurants, fashion, household products, and charities, to name only a few. If done well, these partnerships are innovative because they are new, unexpected, and they achieve brand objectives that not only reinforce an image, but also increase awareness.