Start-ups, entrepreneurs and brand partnerships

A trend we are increasingly seeing is established brands teaming up with start-ups and entrepreneur innovators.  It’s not just us either, earlier this month The Wall Street Journal published a story by renowned entrepreneur Jay Samit who announced that ‘millions of dollars are available to start-ups from marketing partnerships’.

In the article, Samit writes that ‘most start-ups spend half their time searching for funding when tens of millions of dollars are available for free from partners who don’t want their equity, and occasionally don’t even want to be paid back.  There’s no catch either.  The secret is simply to know how to build marketing partnerships’.

This trend for established brands to partner with innovators is gaining rapid ground. As if to underline the point, ad:tech London is partnering with corporate giant Unilever as part of the latter’s commitment to innovation through collaborating with start-ups. The partnership will see ad:tech host up to 50 Unilever marketers who will participate in networking events designed to connect start-ups and technology providers with investment decision makers at Unilever.

As industries become more and more disrupted by technological change, partnerships by famous brands with new innovators and start-ups can only increase further. The trick is to ensure that the brand partnerships are structured correctly and remain watertight through every eventuality.

At Howse Jackson Marketing we are experts at creating partnerships between brands, established or otherwise.  With experience spanning decades, we know how to form brand partnership deals that last – not least because we know the pitfalls to avoid!  Our brand partnership and affinity marketing whitepaper highlights this considered approach and can be downloaded here.

You might also like to join our Affinity Marketing and Brand Partnerships LinkedIn Group – the biggest in the UK – by clicking here. We hope you will join in on the discussions and networking.

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