The East Forty Brewing + Dream Factory partnership had all the potential to go wrong but turned out to be a huge success.
The two came together to launch the Asana widget for Figma where teams collaborating and working together could have real-time updates and inputs from their team members. The partnership helped Asana’s existing users find a platform for their work, and also added value to Figma’s existing users in managing and tracking their work updates.
What is partnership marketing?
The services provided by other brands come under the dominant brand leading to mutual benefit.
So be sure to collaborate with similar organizations that align with your goals and the nature of your business.
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In 2021, American Forests partnered with TAZO teas to launch TAZO Trees Corps— a locally hired workforce to plant trees to mitigate climate change. This provided jobs for people of color and those hailing from socioeconomically disadvantaged backgrounds.
Why partner marketing?
In 2021, American Forests partnered with TAZO teas to launch TAZO Trees Corps— a locally hired workforce to plant trees to mitigate climate change. This provided jobs for people of color and those hailing from socioeconomically disadvantaged backgrounds.
In 2021, American Forests partnered with TAZO teas to launch TAZO Trees Corps— a locally hired workforce to plant trees to mitigate climate change. This provided jobs for people of color and those hailing from socioeconomically disadvantaged backgrounds.
5. Proactively promote your partner
In 2021, American Forests partnered with TAZO teas to launch TAZO Trees Corps— a locally hired workforce to plant trees to mitigate climate change. This provided jobs for people of color and those hailing from socioeconomically disadvantaged backgrounds.
In 2021, American Forests partnered with TAZO teas to launch TAZO Trees Corps— a locally hired workforce to plant trees to mitigate climate change. This provided jobs for people of color and those hailing from socioeconomically disadvantaged backgrounds.
The concept on which these two brands are collaborating would look flawed as they won’t be reflecting what they claim. Without proper alignment of brand personalities and goals, such a partnership will most likely affect either of the brands negatively.
4. Figma + Asana
Dream Factory is an NGO that works in the child rights sector whereas East Forty is a brewery (very different!). The two got together to launch a beer called Dream Catcher, and the proceeds from the sales were donated to the NGO.
Turnkey solutions are those that are easily implemented in an existing system without disruption. They’re more “plug and play,” while custom solutions require modifications.
This partnership between Doritos and Taco Bell can be considered “turnkey” because it didn’t require either brand to change its existing products or business models—Taco Bell simply added a new item to its menu.
Tap into the power of partner marketing
These terms are typical for software solutions, but you can also apply them to brand partnerships. For example, consider the Doritos Locos Taco—a Taco Bell taco with a Doritos shell.
Make sure that in addition to any specific co-marketing campaigns, you’re promoting your partner’s brand consistently to keep the relationship strong.
- Build partnerships with like-minded businesses
- Create partnerships that deliver turnkey solutions
- Align your goals with those of your partner
- Make sure your audiences are not the same
- Proactively promote your partner
- Marry your customer data
About the author
A well-known example of such marketing is the collaboration between Uber & Spotify. The brand services offered are complementary to each other’s business and hence, the partnership fits in well.
