Just tell me what you want…

I began shopping, it always begins with an idea, I was in the dominant mode of buying. Not sure what I wanted but knew I wanted to buy something… If not for me, then for the that special someone, or perhaps something for a co-worker, dirt bike riding buddy, kids etc. Didn’t know quite for sure what it would be. I try to explain to the sales staff and other store associates; who are more than willing to assist you in your quest. All asking “Just tell me what you want” …well if we knew the answer we wouldn’t be having this discussion. As communicators we have to know just about everything about everything.

So what stuck out? It was the brands, brands of products everywhere to match just about anyone’s interest ot the interest of a recipient. Since I am an off-road desert rider; there is simply such an overwhelming power of branding that goes on in the off-road motorsports world. Perhaps you’ve hear of a few of them FOX Racing, MSR (Malcom Smith Racing), MAXXIS Tires, Dunlop Tires, ITP, Troy Lee Designs and the list goes on. I noticed how there is some co-branding going on. One product branding itself with another, what stuck out above all others was Monster and FOX.

According to the Management Study Guide website, “Co-branding is the utilization of two or more brands to name a new product or the ingredient brands help each other to achieve their aims and usually this is to the benefit of the consumer”. I remember reading our textbook Brand Media Strategy (2010), that the author Anthony Young, that media planning is about influence, reaching the right customer and understanding the intangibles of how a group is going to behave and act.

The advantages of co-branding is that the risks are shared, generally result in more royalty income, great customer trust and both organizations can share in the cost of brand advertising and thus, increase the image of their brand product by having that positive association with a like reputable product. Of course, there are limitations too, especially when two companies have differing visions or missions. But, for the most part co-branding has been successful.

In the end, I settled for a couple of t-shirts with the Monster-Fox Logos, so instead of buy four shirts, I only purchased two and request have come in for more around Christmas time.

Thanks for reading. Steve Haugh

References:
http://www.managementstudyguide.com/co-branding.htm

Young, A. (2010). Brand Media Strategy: Integrated Communications Planning In the Digital Era. Palgrave Macmillan.