Trust & Marketing Partnerships: Part Two

Trust is always a vital but often enigmatic ingredient in collaborative business relationships. In Part One, I explored why, for some people, it is often their biological wiring that leads them to shy away from investing in a new relationship. In this follow-up piece, I am going to look at the commercial aspects of trust – and what you can do to encourage it within marketing partnerships.

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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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