Trust & Marketing Partnerships: Part One

Despite 300 years of business history and the best brands today consistently demonstrating that collaboration is the driver of innovation – why do most organisations still struggle to source and keep meaningful, long-term marketing alliances and partnerships? It is tempting to turn to issues regarding technology, markets, mechanics and commercial returns but one of the key hurdles  is quite simple and very, very human:  Trust is the magical ingredient and if you don’t have it, creative marketing partnership and innovative pioneering with a third-party is impossible.
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