In a Crisis, Brand Partnerships Benefit Marketers and Their Customers

An extraordinary crisis requires an extraordinary response. Business consultant and author Luigina Sgarro wrote this about crises: “We discover our greatness when we find ourselves in a situation bigger than we are, and we manage to grow and become bigger than the situation.” Those are wise words these days, and one way to grow bigger than the situation your brand faces is finding a brand partner. Moreover, brand partnerships — when well-planned and executed — enable your brand to better connect with your customers, and you might be able to do the same for your new partner.

Here’s a great recent example: Athleta understands its customers, “real women,” ages 35 to 55, who believe in the power of being active and share the brand’s mission to empower women and girls. Yet, fitness activities can be challenging to accomplish in a time of social distancing and sheltering in place.

No wonder then that the San Francisco-based retailer has partnered with obé fitness to offer its customers a month of free live and on-demand classes, including Pilates, HIIT, and guided meditation. No doubt obé, too, is glad to get all of those new eyes on its classes. Win-win-win (including the customer)!

Another partnership sparked by the current crisis is that of Ford and GE Healthcare. The companies are teaming up to produce 50,000 simplified ventilators by early July, plus 30,000 more per month after that as needed.

Meanwhile, the meditation app Headspace is offering free subscriptions to 1.2 million healthcare providers and employees of the United Kingdom’s National Health Service. Obviously, they’re under incredible stress these days and could use some guidance on mindfulness. To determine whether your brand might consider a new brand partner in this time of crisis, ask yourself these questions:

Delivering on your brand mission might look slightly or hugely different from what it looked like just weeks ago. Now’s the time to think outside the box. What does your company do really well?

How can your leaders collaborate with one another to help your customers and/or your community? What do your customers count on your brand for? Do you need help from partners to deliver on an old brand promise or a new one?

Rethinking Plans with Brand Partnerships in Mind

The answers to these questions should lead you to your next step: potentially rethinking your 2020 marketing plans (and budgets) in favor of new and meaningful partnerships.

Doing so can introduce authentic threads of connection with customers to create positive and memorable brand experiences. Again, ask yourself questions:

  • Does your existing 2020 plan still make sense for the current environment?
  • Where can you offer support to your most loyal members through meaningful brand partnerships?
  • Can you divert funding from a launch that’s now pushed out until 2021 to support a new, important brand partnership?
  • How can you support members virtually?

Let’s consider a couple of examples: We all know that spring breaks have been canceled across the country. Maybe that’s affecting your bottom line. Perhaps you need to develop a brand partnership that delivers a little bit of happiness related to your business — say, provide customers with access to a great new beach read or send out boxes curated with highly desirable partner items for highly valued guests.


Amy Farsht serves as Senior Director, Partnership Marketing, at The Lacek Group in Minneapolis. Farsht has spent over 20 years creating meaningful and lasting relationships among brands, Fortune 500 companies, and consumers — all with an eye toward growing businesses.


Publish date: April 13, 2020 https://dev.adweek.com/media/in-a-crisis-brand-partnerships-benefit-marketers-and-their-customers/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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