Brand Entanglements

One fascinating phenomenon in brand marketing is when two brands combine to achieve a similar goal. This is known as brand partnerships or as I like to call it, because of the fuss it usually stirs up,…brand entanglements.

Just like choosing a partner, there are several reasons why two brands will come together. They range from true love, and betrothals, to just pure vibes. The advantages of these partnerships are well documented but I’m more interested in how they met and why they think they’re perfect for each other. This way, you can assess your brand, and look for a potential partner. Maybe this article can lead to a Tinder for brands (free startup idea, DM me).

People connect on various levels, and so do brands. It could be something superficial like looks, something deeper, like purpose or missions, or even for the common good. I have researched some examples and identified five connections to explore. Hopefully, I get to play matchmaker for some Ghanaian brands as well.

Different Products, Similar Values

This is your typical successful interracial. We have two very different brands from different categories who find that they value similar things. This means the people who use them most likely value the same things too. This is a match made in heaven and if executed right, elevates those brands in their consumers’ minds, attracts new customers who love ‘love’, and brings benefits beyond profits. An example is the partnership between luxury car manufacturer BMW and luxury fashion designer Louis Vuitton. The conversation probably went like this: “You like luxury? I like luxury! Let’s get together!” Another good example is between adventure heads Red Bull and GoPro.

Here in Ghana, can we see an Energy Drink brand like Storm partner with a Car Energy brand like PETROSOL Ghana ? Maybe GTP and Keysoap because they both believe they are Timeless and uphold family values?

Different Products, Same Category, Similar Values

This is another beautiful partnership that is used to reach new audiences. These two brands may be in the same category but are not competitors. This means that they speak to different audiences. However, because they value similar things, there’s a good chance their audiences may enjoy both products for various reasons and use them in different scenarios. A great example is between the Luxury footwear brand Balenciaga and the casual footwear brand Crocs. They both love the idea of innovative fashion and standing out. Their partnership birthed products that were appreciated by both audiences.

This is a common type of partnership in Ghana with the food category. We see PIZZAMAN CHICKENMAN partner with ice-cream brand Pinkberry Ventures, Inc ; Basilissa with Nominom, etc. However, these entanglements are more betrothals, than true love. Regardless, it is working, so if you have a food brand, consider finding your true love and reap the benefits

Different Products, Complementary Uses

This might be my favorite partnership because it ticks all the boxes. These are two different products, that genuinely complement each other. This means that if one uses brand A; using brand B is a natural continuation or elevates the total experience. Think about FanMilk products and ‘Bofrot’. There are endless partnerships that can be formed this way. One example is the partnership between Uber and Spotify. Using the common insight that, people like to listen to music while riding in cars, Spotify created playlists for rides. In Ghana, I’ve recently seen soap brand Madar create ad spots with a similar insight about music. Could they partner with Boomplay ?

Different Products, Similar Brand Elements

This is what you’d call a superficial relationship, but even those can reap rewards. IYKYK. Brands can connect on something as simple as similar names, colors, logos, and other brand elements. This was used between the restaurant chain brand Arby and the affordable eyewear brand Warby Parker during April Fools’ Day to good effect just because they both have Arby in their names.?

There is no shortage of brands with similar names and colors in Ghana, that can benefit from each other using those connections. The first ones that come to mind are Puma Energy and Puma Drinks. They are different products, have the same name, and can be complementary.?

Same Products, Competitors?

This lovely entanglement is when competitors delivering the same product come together, usually for a good cause. Enemies lay down their weapons, call a truce, and fight for the common good. American fast food brands, Burger King and Mcdonald's came together when Burger King took the Whopper off their menu to let people buy the Big Mac by Mcdonald’s, who was donating to a Children’s Cancer Center with every purchase. This kind of partnership is endearing, and with the ongoing social media wars between TV Service providers in Ghana, a one-off truce can be a nice thing to see. You know who you are. Another possible partnership example would be between Telecel Ghana and MTN Ghana amid this high data tariff conversation.

There are so many ways your brand can benefit from a partnership. The most important part is to ensure you choose the right partner for the right reasons. True love might be a stretch but a true entanglement between two brands can be achieved.?