Cause Marketing

The point of co-branding… of which cause marketing is one type… is for brands to combine their advantages in such a way that they create worthwhile synergies. In an article from several years back, Accenture, the big consultancy, named six varieties of co-branding: Promotional/Sponsorship . This is the category cause marketing falls under. Also Papa John’s sponsorship of the National Football League. Ingredient . Betty Crocker brownie mix made with Hershey chocolate, or any of the Jack Daniels' dishes at TGI Fridays. Innovation Based . The Apple-Nike tie-up. Value-Chain , which is meant to bring new experiences to the consumer, not just another flavor. There are three varieties of value-chain co-branding: Product-Service . Sea World and Southwest Airlines. Supplier-Retailer . Starbucks wifi service from AT&T. Alliance . Think FTD, or those alliances between multiple airline carriers. In short, co-branding is common and familiar. Less common is co-branding between more t...

Five or six years ago the term 'co-branding' was one of those hot marketing buzzwords. Nowadays co-branding is so commonplace as to be mundane. The point of co-branding is for brands to combine such that they create notable synergy. There are several kinds of co-branding, including cause marketing itself. This article, from Tiger Woods' previous sponsor , Accenture, names six : Promotional/Sponsorship. This is the category cause marketing falls under. Also Motorola's sponsorship of the National Football League. Ingredient. Betty Crocker brownie mix made with Hershey chocolate, or any of the Jack Daniels' dishes at TGI Fridays . Innovation Based. The Apple-Nike tie-up. Value-Chain , which is meant to bring new experiences to the consumer, not just another flavor. There are three varieties of value-chain co-branding: Product Service. Sea World and Southwest Airlines . Supplier-Retailer. Starbucks wifi service from AT&T. Alliance. Think FTD , or those all...