By way of example, consider the successful marriage of Starbucks and Barnes & Noble. Starbucks has definitely created a well articulated brand for itself and it realizes it’s about more than just coffee. It’s about sociability, an experience reminiscent of the dolce vita coffee house culture-an inviting and appealing “place to be.” Barnes & Noble venues, more than merely bookstores, are welcoming and social places in which to browse, to relax, to partake of a cultural experience-and now, to do so over a comforting latte. The end game – compatible user groups, complementary brand personalities, and enhanced end benefits for the consumer. They’ve been able to capture a market and differentiate themselves more than any of their respective competitors.
The same can be said for the pending alliance between Starbucks and Microsoft with the offering of wireless Internet access in Starbucks locations. The benefit, again, for the socially oriented, is a familiar community environment in which to access your extended community. First mover advantage-totally connected customer. (If you’re thinking bigamy here, don’t. The world of co-branding has a totally different and publicly accepted code of fidelity.)
An example of brands that took the time to look at themselves carefully before tying the knot are Filmfare magazine and Parachute Oil from Marico. After analysis, they recognized this was not a match bound to work. Trying to combine incompatible brand personalities can only send confusing messages to the consumer.
As the marketplace continues to challenge even the most robust players in the areas of growth, differentiation, and wallet share, it will become increasingly difficult to resist the lure of marrying for money. Remember another fundamental rule of branding – it’s easier to destroy a good brand than to create one. The prizes for the winnings co branded relationships will go to those who follow these tried and very true rules – Know who you are; know and respect who you’re partnering with; and do it as much for the consumer as for yourself.
