Power of Two

When consumers want something more from a brand one of the easiest and most cost-effective ways of delivering that desired benefit is to let another brand bring it.

Great branding does all the heavy lifting when you use the Power of Two. Your brand offers the fundamental benefit and your ‘guest brand’ offers something your consumer wishes your brand would give them. You have to be able to describe your brands benefits and the desired and compatible benefits as expressed by the consumer. Both brands will benefit from the association if you do it right. Consider Cascade 2in1 ActionPacs with the Power of Dawn, Nike +iPod, Staples and Sealy Posturepedic Executive Chair and Tide with Febreze Freshness.

Ask your brand, what are benefits your consumer is wishing for that align with what your brand already delivers? Do you have any alliances or partners you can leverage?