Congrats, you’ve made it to the final installment of this marketing mini-series.  Hopefully by this point you’ve familiarized yourself with the thinking behind strategic alliances (Part 1) and browsed some of their more common varieties.  These include licensing, sponsorship, and ingredient branding (Part 2) and well as joint promotions and co-marketing (Part 3).   It’s…

Welcome to Part 3 of a four-part series on business building through strategic alliances.  Part 2 introduced three common types of alliances:  licensing, sponsorships, and ingredient branding.  Today, we’ll look at two more:  joint promotions and co-marketing.   Joint Promotions By definition, a promotion is usually temporary in nature.  The goal is to create a…

As we established in Part 1 of this four-part series, strategic alliances are a force to be reckoned with.  These partnerships can boost results for businesses looking for creative ways to stoke leads, grow awareness, and ultimately generate sales.   Alliances come in all shapes and sizes.  Five of the most common arrangements include: Licensing…

At the risk of stating the obvious, brands in the 21st Century have a slew of marketing options at their disposal.  More toys to play with is a dream for some CMOs.  On the other hand, this expansion presents all new challenges the Don Drapers of the good old days never had to consider.  …