Partner Marketing: A Sign Of The Times
This might look like a regular TV, and mostly it is. The only anomaly is that if you look closely, you’ll see an Armani badge sitting along side the Samsung one. Again, not really much of a surprise when you consider there’s been an Armani / Samsung phone around for ages.
What is interesting though is the incremental increase in partnership branding as a way to market product. It’s been going on for a while on a small scale, but this kind of activity suggests a larger shift in acceptance, both from brands and consumers.
For those brands and their marketeers it’s a smart way to focus similarly minded audiences and reduce risk, which is an attractive proposition in the world of the diminishing ‘ad-spend’. For the consumer, it’s simply an easier way to make a statement, particularly in the market of ubiquitous/functional items.
If I was to hazard a guess, I’d say partnerships will account for around 25% of all marketing within a few years.
Info on the Armani Theatre here.
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