As a billionaire inventor and CEO, the fictional Tony Stark, also known as Marvel’s Iron Man, worked his way to the top of the corporate ladder while repeatedly saving the world on the side. Despite Stark’s impressive achievements, his career success and robotic super-suit weren’t what made him a legend. In fact, Stark’s best Marvel Comics storylines began when he joined The Avengers to save the entire universe. Although Stark was fully capable of saving Earth alone in his super-suit, he knew teaming up with other superheroes would allow him to save multiple planets. Marketers can learn a lot from…

As a billionaire inventor and CEO, the fictional Tony Stark, also known as Marvel’s Iron Man, worked his way to the top of the corporate ladder while repeatedly saving the world on the side. Despite Stark’s impressive achievements, his career success and robotic super-suit weren’t what made him a legend. In fact, Stark’s best Marvel Comics storylines began when he joined The Avengers to save the entire universe. Although Stark was fully capable of saving Earth alone in his super-suit, he knew teaming up with other superheroes would allow him to save multiple planets. Marketers can learn a lot from…

When you were in school, did you ever work on a group project? If so, you probably remember that some went well, and others weren’t as synergistic. The same thing is true with brand partnerships. Sometimes co-marketing works because each brand pulls in a new audience and the two are able to learn from one another. However, this isn’t the case with all partnerships. Below, let’s review some brand partnerships that have failed and discuss co-marketing mistakes to avoid. 5 Brand Partnership Fails 1. Kendall Jenner and Pepsi A few years ago, a major brand partnership that failed was between…

21 Examples of Successful Co-Branding Partnerships (And Why They’re So Effective)

Everyone has loyalties to their favorite brands, but there’s a good chance your favorite products are the result of two separate brands working together. One of my own beloved childhood memories was a product of co-branding: Betty Crocker partnered with Hershey’s to include chocolate syrup in its signature brownie recipe. There’s something brilliant about that co-branded product: It’s a fun way to marry two classic brands into one delicious experience for fans of baking and chocolate alike. In fact, these brands still create new co-branded products to this day. Co-branding is a strategic marketing and advertising partnership between two brands…

What’s an Implementation Partner & How Do You Work With One?

In college, I took a class on graphic design. One requirement for the class was to have working knowledge of Adobe. Since most of us in the class had no idea how to use Adobe’s expansive design suite, my school invited an implementation partner to visit and show us the ropes. Someone from the partnering agency came to our class and demonstrated how to use the tools we had for InDesign to maximize our success in the class. I loved this presentation because it was created just for our group — the presenter polled us about what we wanted to…

A solid co-marketing partnership is one of the better ways to reach a previously untapped audience, generate positive publicity, and create a wealth of valuable marketing collateral. When done right, it’s a mutually beneficial, thoroughly productive way to boost your marketing efforts as a whole. Aligning yourself with an industry peer can pay off in spades, but these kinds of relationships aren’t easy to start and sustain. Your partner’s interests and qualities need to complement yours, and the companies you work with have to be reliable enough to consistently pull their weight. Finding a company that fits that bill is…

What Is Co-Marketing? A Guide to Co-Branding Marketing Campaigns

As marketers, we are always looking for new ways to get more bang for our buck. Co-marketing allows you to do just that — the process involves two or more companies working together to reap the benefits of their combined efforts. We’ve compiled the co-marketing tips and tricks below to help you create a successful co-marketing campaign and relationship, from start to finish. Partner companies typically collaborate on promotional efforts for a co-branded offer. In a co-marketing partnership, both companies promote a piece of content or product, and share the results of that promotion. By levering the relationship and reach…

Reach and Delight (The Right) Customers with Cooperative Marketing

Let’s say you’re buying a new phone. You probably also have to buy a screen protector and case. But, never fear — The phone store has an array of both from different companies. They are bundled with the phone for a lower price. A phone store that bundles their products with complementary ones is an example of cooperative marketing. This offer takes advantage of products you’d already need to invest in when buying a phone, and uses that to entice you into purchasing. That way, instead of spending time and money to make a campaign about the phones a screen…

HubSpot Ran A Co-marketing Campaign: Here’s What We Learned

Co-marketing campaigns can be undeniably effective for increasing brand awareness, reaching new audiences, or creating amazing — and potentially delicious — new products. For instance, consider the partnership between Doritos and Taco Bell, which resulted in Doritos Locos Tacos, a delicious product promoted in a brilliant co-marketing campaign. If you haven’t heard of the partnership, watch the story unfold in this promotional video: In this case, the two B2C companies saw success in their venture — and now, the popular item is a mainstay on the Taco Bell menu. Marketers at the two companies can attribute the home-run to a…