(2) Partner up with businesses that share your values Establishing relationships with brand promotion partners can help streamline and amplify your own unique brand message. The Grateful Dead executed this strategy to perfection. First, the band went against the grain in their approach to merchandising. Rather than restrict branded products to their official store, The Grateful Dead established relationships with vendors that toured the country with them. These entrepreneurial souls would set up pop-up stalls in the parking lots of venues. This allowed vendors to gain from the band’s growing success, and gave The Grateful Dead an opportunity to profit from ‘unofficial’ merchandise. Halligan took this strategy and integrated it into the core of HubSpot’s unique customer offering. HubSpot’s “partner programme” helps agencies “market, sell and deliver the remarkable results your clients expect.” Brand promotion partners can help streamline and amplify your brand message. When looking at potential partners for your business, it’s important to remember that today’s customers are savvier than ever before. If you’re partnering with a company just to secure a windfall of cash, customers will see straight through this. Don’t come across as “cosmetic”. Remain true to your brand values and the right partnerships will take you far.
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