Posted on Sep 14 by Steve
Bands like Theory of a Deadman and Marianas Trench are signed to the production company owned by Chad Kroeger of Nickelback.
Friendships? Partnerships? Duets?
Partnerships like this are a strong currency of credibility. Having the right strategic partners gives you an “in” that you might not otherwise have.
Finding partners isn’t tough. But finding the right partner for your brand is a major challenge.
Thanks to Dave Matthews, millions of unlikely prospects will be exposed to Kenny Chesney. And if you are not a country music fan, Kenny Chesney is a pretty mainstream entry point. Suddenly you find yourself realizing that DMB, Wilco, and Phish are only slightly removed musical cousins of Zac Brown, Keith Urban, and Jack Ingram.
Rihanna and Kanye add a mainstream to Jay-Z, who has always held a great deal of street credibility but has gone without a mass-appeal top 40 hit for a few years. What Kanye’s recent negative exploits will do for this song remain to be seen, but the distinctive voice of Rihanna (who gets a sympathy vote for her trials with Chris Brown) really brings this hip hop song into the mainstream.
And you can’t underestimate the value that Chad Kroeger’s name has had on the careers of Marianas Trench and Theory of a Deadman. Nickelback is arguably the biggest hit-making rock band of the decade, and when you have that kind of endorsement it certainly opens plenty of doors (and ears).
What strategic partnerships could you forge to give your brand credibility?
Who could you team up with to open new doors?
Where are the mutual benefits to be found in working with someone else?
The Harley-Davidson partnership with Ford Trucks is a good example. Harley doesn’t make trucks, and Ford doesn’t make bikes. Harley stands for something. Ford Trucks believe they stand for something similar. So the partnership makes sense for them.
Back when The Simpson’s movie came out, 7-11 partnered with Fox to rebrand a bunch of stores as “Kwik-E-Marts”. Did it damage the 7-11 brand? Not at all. Having the guts to poke fun of convenience store stereotypes actually resulted in tremendous publicity for the chain and for the movie. Perect partnership.
Just remember: your brand’s reputation is all you’ve got. Put too much of it in the hands of someone else, and you risk losing all you’ve worked for.