Dual branding partnerships are initiated for many different reasons, but there is one fundamental secret to success—there has to be mutual benefit for both parties.

We were recently asked to prepare a report on a potential dual branding project for a range of brand extension lines for one of our clients. It became apparent very quickly that though the products would be outstanding, the value to our clients’ brand and to the consumer of the potential partner brand was zero. One brand would simply be acting as an advertising and awareness platform for the other—the quid pro quo was out of balance.

It is this balance that is so commonly misinterpreted. You can have a very large organisation which partners with a small one. In pure company value terms, there is no balance, but in terms of value to each others brand the two are equal. A perfect example of where size doesn’t matter. See full article…

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