Strategic Alliances

Connecting your business with an associated proven brand through strategic alliance can be a great way to implicitly infuse the perception of your own identity with their reputation, values and industry standing.  As an example, a business who is very concerned with the environment is unlikely to associate with a company who has no interest in sustainability.  So, if you want your brand to represent the very embodiment of innovation and progress, fostering an alliance with a business renowned for forward-thinking would be a great step forward.  Beware, though – this also works in reverse.  If you choose the wrong partner, your brand may inherit some of their characteristics, and could suffer by association.