Effective Naturally

To gain momentum in your individual or organisational brand, you need the brand to be strong.

Strength can be obtained individually, but it can be accelerated when you align with other brands that represent the same values and behaviours.

Just this week I heard that small Tasmanian operator Natural Infusion had won a contract to supply the MONA Pavilions, the premium accommodation option at MONA.

The Natural Infusion product line is something different, but it’s of great Tasmanian quality, so it enhances the guest experience.

The high calibre brand of MONA and all it stands for in-turn lifts the trust in the brand of Natural Infusion.

It's amazing how a little toiletry can mean so much!

The Pullman Reef Hotel Casino in Cairns lists on their website and Wotif profile that rooms contain the luxurious range of Aveda products.

Again this simply strengthens the luxury brand.

Sofitel Hotels are the pinnacle of French hospitality at the Accor Group. They feature French amenities in their bathrooms and also feature the music of a French musician when you enter your hotel room. But it doesn't stop there...

In this particular Sofitel, they promote that each Club room has a Bose Soundsystem. Again Bose and Sofitel sit in the same calibre of quality and aspiration.

In short, these partnerships make each brand stronger than they would be as individuals.

Another partnership is the Royal Guide Dogs and Kleenex. Their link? Labradors. It doesn't necessarily promote quality as such, but it does build a credible level of awareness for both brands. For some it might be that each of the brands keeps each other at the front of the mind. For Kleenex it shows they have a deeper interest and pride in the Labrador breed than simply using it as a marketing ploy. In fact a Google search will actually show people selling a dog that is "a full sister to the puppies used on the Kleenex ad." The partnership works!

So now we know partnerships work, who should you be aligning with?

It should be a win-win situation but don't forget you want to make sure both parties keep their noses clean.

The point:
When two parties have strong integrity and similar values, partnerships are worth their weight in gold. The best part is they need not cost anything at all.

Quote of the Week

Touchpoint of Mixed Feelings

Spring Valley Juice
Whenever I'm with a friend that grabs a Spring Valley juice, I wait for them to share a 'liddle fact'...an interesting fact that is hidden under the lid.

But the problem was, I was waiting for it and both our lids were empty!

Was it a Booboo because there wasn't one in there, or a WooHoo because by removing it they made me realise I missed it?

Food for thought but at least the juice was nice!

Touchpoint Awards

The individual moments that leave deep impressions

WooHoo of the Week - Greenhill Nurseries
Great brands build influence. The best way to do this is by education. Generally humans like learning new things, especially when it's so easy to do. I saw a TV ad sharing information about how to spot a healthy manfern. The tips were easy and if I were going to buy a manfern then I'd be choosing to go the place that told me how to spot the best ones. It's simple, but sharing information can make you an authority on a subject and that's enough to make you the supplier of choice.

BooBoo of the Week - Air Australia
This photo on their Facebook page has been removed and was simply a bad judgement. Their tagline of 'Get Airbourne to Melbourne' was a promotion for flights to Melbourne to experience the Grand Prix. Unfortunately they had used an image that shows a F1 car in the air, which their Facebook users quickly commented was in bad taste considering the driver in that crash had apparently died. A lesson for us all to think before you post.

Last Chance to Enter the Virgin 'Secrets' Competition

Head to our Facebook page and tell us what industry you'd revolutionise and tag the person you'd partner with to do it. The prize is two seats at the Virgin Secrets Breakfast at Quamby Estate, Tasmania on Monday February 27. Entries close Wednesday 15th at 5pm.


It's been a huge month and things are getting busier! I hope 2012 is shaping up well and if it isn't feel free to email back and tell us what you'd like to get help with. I'll make an effort to write on the subjects that will best help you supercharge some great word of mouth!

Cheerio,

Rick Marton Brand & Culture Architect