In our business creating brand alliances for our clients is an excellent skill set. It's even better if we get a bonus or a percentage of any funding that is changing hands. In some cases, creating strategic brand alliances can not only help two brands promote themselves through a mutually beneficial arrangement, it can virtually keep them "alive" financially. How do you make the right connection? In our world of consumer goods we look for two brands in non competitive categories that could enhance each other. For instance, a brand with a sexy, luxury halo brings cache to a more stalwart mass brand, while the heavy earner brings the cash. In this case, strategic messaging is critical to creating the "right" story so both get what they want: money AND position. In our world we try to keep as flexible and forward thinking as possible. The best way to make an alliance is to allow yourself to be creative. You'd be surprised what brands can make great partners.
Have you ever felt like you were on a grand adventure? One in which you didn’t know the punch line? Perhaps your epic adventure is fraught with danger. What lurks around the corner? Will I find a safe place to sleep and food to eat? Maybe it’s just a lark, a chance to hit the open road and discover new paths to take, or not…
Business is like an adventure, if you ask me. And while this adventure can be DAUNTING, and cause you to FREAK OUT every now and then, if you’re in it, then you probably know that it’s worth it. When I started this business I was nervous. I wasn’t really capitalized to do it, but I wasn’t going to take no for an answer, plus I had that little voice inside whispering, “Yes, take a chance.” So, I did. And boy what an adventure it has been, from cash flow to HR to a crazy economy and a host of clients all wanting what they want when they want it.
My SVP and I had a meeting the other day to discuss some future plans and after that meeting we were both struck by how far we’ve come in only a few years. We don’t have the London office yet, and Mumbai is still way off on the horizon, but we have dreams and so far a lot of them have been coming true. If you don’t know me you would think I was some pr junkie and just LOVED every minute of this stuff. In addition to my kooky golf obsession I am learning to play the piano and I paint quite a bit (and yes, people have been asking to BUY my paintings…). Plus, I write (I have a young adult novel I sure would LOVE to have published). And in my former life, all that I used to care about was art, in whatever form I could find it.
So, pr just kind of happened. But hey, it’s a great way for me to make a living and I DO like it. But what I really LOVE is running a business, and mainly because it’s an adventure. You just never know what’s going to happen next, no matter how much you plan. So, if you’re thinking about getting in the game I say go for it. You really don’t have a lot to lose and it could be the adventure of a lifetime!