Brand to Brand Partnerships 101

Brand to brand partnerships is a marketing strategy between two non-competing brands. This type of collaboration allows a brand to align with another brand who shares similar values or customer demographics. Historically, these brand partnerships have tended to sit within the Business Development function of businesses and were often time-consuming, complex and challenging to scale. Over the last few years, brands are increasingly incorporating these bespoke partnerships into their partner marketing strategies. Running these campaigns on the performance model allows brands to grow revenue at scale while tracking and measuring the success of each campaign on a pay-on-performance basis. If you’d like to find out more about unlocking growth through affiliate partnerships, download our guide.  

What are brand to brand partnerships?

When thinking about the type of brands to partner with there are no set rules. Some partnerships are evident, while others are more out-of-the-box, the key is to pick brands which align with your values and target audience(s). Campaigns can be anything from a competition on social media, to a placement on-site, a newsletter feature or even a co-branded product. In reality, some of the most successful brand to brand partnerships are opportunities you may never have considered until they happened.  

Example one: EasyJet

In this example EasyJet has chosen to partner with brands that offer complimentary travel services, promoting National Express for those customers who wish to book onward travel and GetYourGuide for a customer looking for things to do on their next trip.