The Value of Strategic Alliances

I believe based on several interactions with people that the true value of strategic alliances is far from completely understood by many marketers out there today and indeed the main objection raised to why it shouldn't be attempted is at best, overly cautious and at worst just plain wrong.

 That objection being that the process somehow cheapens the quality or purity of the brand. Is this possible? The answer is, yes as anything is possible. However the real question is, how likely is it to happen if the right brand is chosen as a counter point to your own?

The answer to this second question is very unlikely and indeed decades of reputable data and first hand experience clearly shows that when the right process is followed not only is there no diminishment, but there is usually an appreciable synergy that further augments both brands or companies participating in the partnership.

In an ideal world partners should look for other brands that have the same or similar positioning in the market, that are complimentary and yet non competitive with each other and equally importantly, that share the same values as a firm as a key predictor of market activity and conduct.

When you identify such a partner (Step 1) and follow the subsequent steps outlined above, the odds will always be in your favor. Be proactive, think strategically and above all be brave enough to explore an option that will take you beyond your current reach.

So to all the marketers out there who aspire to more, good luck and good marketing.

Regards,
Daniele.