The Power of Partnerships During Difficult Times
IN 1983 TWO MAJOR BRANDS, WHO HAD ABSOLUTELY NOTHING TO DO WITH EACH OTHER, COMBINED FORCES TO CREATE A DECADES-LONG CASE STUDY ON HOW TO BUILD HIGHLY SUCCESSFUL AND PROFITABLE STRATEGIC PARTNERSHIPS.
Ford and Eddie Bauer would go on to sell 1.5 million co-branded automobiles over the next 20 years. The Eddie Bauer package that Ford offered was a high-end version of their vehicle offerings, with the Explorer/Eddie Bauer package becoming the most popular version.
Why did this unique partnership end up working so well? How could a rugged apparel provider successfully align with an automobile company?
Some of the best and most recognizable partnerships are successful solely based on the mindset of both brands & companies going into those relationships.
STRATEGIC PARTNERSHIPS HAVE NEVER BEEN MORE IMPORTANT
Think about some of the partnerships you’re most familiar with. They are typically two brands that have audiences that could benefit from a shared product or service that each offers. Most notably, the Starbucks and Barnes & Noble partnership might have saved Barnes & Noble from going out of…
