When embarking on complex branded partnerships, it is very easy to get lost behind the commotion surrounding the promotional offer. How do you effectively leverage your brand and a partner? How do you ensure that the promotion contributes back to your brand’s message? How do you create value for your brand, your retail partner and your consumer?
In our experience, many brands become enamored with the idea that the promotional partnership in and of itself will be effective enough to capture the attention of consumers and give retailers something new to promote. In doing so, they often make compromises with their brand equities, allowing the promotional partner to take over the packaging communication and lose the opportunity to build equity through the promotional relationship. While a promotional partnership can be an incredibly valuable tool in reaching consumers with a new message, the real magic lies in finding the balance that allows for brand equity to shine in new ways.