A Marketing Partnership Manifesto –

It was great to this week receive a re-posting of my Partnership Marketing Manifesto from the bona fide marketing legend – Gary Hamel. Currently Hamel is Visiting Professor of Strategic and International Management at the London Business School and also the Innovation Architect at the very interesting website – The Management Information eXchange – MIX. Hamel is of course the author behind such seminal texts as ‘Competing For The Future’ , the superb ‘Alliance Advantage’ and a further seven leading books on competitive marketing and innovation. Why did I decide to promote a Partnership Manifesto within MIX?

The manifesto was developed as a discussion piece within the new Benchstone website which will be launching in a  few weeks and I am sure it will be further challenged and refined with feedback. I am evangelical about the power and potential of marketing collaborations and so a manifesto seemed a logical addition to the site.

You can see the original piece within the very useful MIX Site – here: Or, have a read of it right now:

“The Partnership Marketing Manifesto: Real innovation is not built with greater isolation and introspection but is powered by smarter connections. And organisations who build powerful alliances and partnerships create a ‘collaborative advantage’ – obtaining a competitive edge that is difficult, expensive if not impossible to replicate. Fresh conversations, with the right new partners are more valuable, more fun, more challenging and create better ideas – and so we need a renaissance in partnership pioneering.”

And the full Manifesto is here:

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London.

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