AIMS member and volunteer Ron Kunitzky submits this post about Canada Post's Partnership Brand Marketing...
In the busy world of Brand Marketing, leveraging the strength of a strategic partnership or alliance and featuring it in your communications can do more for your brand than you have ever imagined possible. For example, take the recent Canada Post print/online advertising campaign that features their Partners’ brands that brings their competencies to life. Partnership ‘Brand’ Marketing is often used by a company as a strategy to gain access to new distribution channels or to enhance the messaging that a given brand wishes to communicate via their customer communications channels.
Not only do I think that the Canada Post campaign is clever, but it has to be one of the best cases of brand transformation that I have seen in quite a while. Canada Post has utilized their relationships with companies like ebay.ca and zip.ca to show their customers that they are a modern-age logistics machine that does more than send letters & post-cards. They work with leading online brands and facilitate business for them by getting products from point A to B and back to point A in some cases. Connecting buyers and sellers via their network and using real life examples in their marketing not only shows the features and benefits of their offering, but gives the audience something tangible that they can really relate to.
I’ve often found that organizations place Partnership ‘Brand’ Marketing in the hands of the Promotions Director, yet as in the case of Canada Post, Partnership ‘Brand’ Marketing can be much more strategic in nature. It’s an effective way to communicate your core value proposition to your target audience. Short term Partnership ‘Brand’ Marketing promotions can help a business achieve an immediate sales and marketing objective, yet it’s those longer term strategic affiliations that help build businesses over the longer-term.
Comments