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Coming Together
Phatgnat has just finished the very interesting 'Come Together' article over at CMO.
The article discusses the advantages in co-marketing partnerships—where two brands come together to lever and exploit (with permission) each others current market status. The article outlines three marketing prinicples which will ensure a co-marketing success:
- Every co-marketing relationship you embark on should address an identified business need or opportunity;
- Choose partners that complement you (and vice versa);
- Know when to call it a day.
The discussion can easily be applied to brands and public sector groups. Charities, local/national government, voluntary agencies, non-profits etc can all benefit from partnering with private sponsors.
This is not 'breaking news' as most larger public sector agencies have specific officers and departments devoted to creating these corporate partnerships.
Just thought I'd share a great article…
Filed by DK on July 19 2005
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