By strategically partnering with other brands, businesses can amplify their reach, boost credibility, and engage audiences in meaningful ways. Here are five experts that emphasize how finding the right fit is crucial.
"Brand partnerships can especially help new brands in achieving greater brand awareness. When a new brand partners with an athlete or a strong brand or a popular retailer, such partnerships rapidly enhances the brand awareness because of the partner brand's equity. However, it is always important to partner with brands that have associations relevant to your brand."
Dr. Bahadir | Associate Professor of Marketing at Florida International University
"In my professional experience, partnerships indeed amplify reach, but it is the strategy behind them and the way they are conducted that ensures the overall impact they produce. The most important aspect is to find the right fit (or find the shared point that allows the association between parties); unfortunately, this is easier to say than do. When your partner’s values and image resonate with your audience’s aspirations, the collaboration feels natural; if not, it just feels forced.
Furthermore, beyond alignment, execution is key. Influencers bring visibility, and brand partnerships create synergy, but without the right mix of paid amplification and content repurposing, even the most well-known names and creative ideas can get lost in the social media algorithm. True engagement comes from pairing relevance with investment, ensuring your message reaches the right people at the right time."
Gianmarco Chiesa | Brand Strategist
"Being involved in the evolution of marketing over the past forty years, I have observed that in the current marketing age, collaborations between brands, influencers, and organizations create mutual benefits by combining audiences, enhancing credibility, and increasing customer trust. Through cross-promotion, each party gains exposure to new potential customers, driving more engagement, improving SEO, and boosting brand visibility. Additionally, partnerships offer cost-efficient marketing by sharing resources while fostering authentic connections that enhance customer interaction and brand loyalty."
Marylynn DeGesero | Marketing, Customer Service, and Executive Support Advisor
"Brand partnerships often spark fresh ideas and new offerings that excite and engage customers. For example, the recent collaboration between Nike and Tiffany & Co. generated massive buzz by combining luxury with streetwear, creating a product that felt unexpected but highly desirable. Partnerships like this capture attention and strengthen engagement and visibility through unique, memorable experiences."
Lauren Gray | Marketing Strategist and Event Coordinator
"Collaborating with local brick-and-mortar businesses for pop-up events has been a game-changer for Mobile Sim Racing. Partnering with well-established local brands has helped increase our visibility by tapping into their loyal customer base, while also boosting our credibility through association with their trusted businesses. These partnerships create a win-win scenario—our events drive foot traffic to their locations, while we gain exposure to new audiences in an authentic, community-driven way. Plus, it’s a cost-effective marketing strategy compared to traditional advertising, as it leverages shared resources, word-of-mouth promotion, and the excitement of live experiences to generate organic buzz."
Andres Moncada | Chief Executive Officer, Mobile Sim Racing
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