Partnering for growth
This article is part of a series of articles on partnering for growth. Read more.
Definition
Brand partnerships are outward-facing collaborations between two or more brands for mutual benefit. Their key distinguishing feature from many other types of business partnership is that they are intended to be highly visible to customers and other stakeholders.
This can make them powerful drivers of growth and means they require compatible propositions, intentions and values to make them effective: never is getting the chemistry of a partnership right more essential than when going to market with a joint offering....