Your next and most powerful brand building activity may be staring you in the face. It may not be a multiplatform advertising blitz, nor a gimmicky strap line -but another brand.
Think about it. Other businesses and organisations go through the same process of identifying and targeting audiences. Identifying and forming partnerships with other brands not only widens your own exposure, it reinforces your own position.
High profile examples such as the Paul Smith designed Evian Water bottle reinforce the message and position of both brands by leveraging the prestige of each other. As well as utilising each of their existing brand channels the partnership opens up other avenues, like the dedicated website
Other, functional examples include the Stella McCartney designed clothing range for Adidas The apparel giant partnered with the high-end fashion designer to produce a range of stylish sportswear. The ensuing range opened up both brands to new customer bases.
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