Open question to you all, under what circumstances does duel branding work?
Ok, actually it's not an open question this is my blog so I can rant about the things that bug me if I wish. The answer to this question is DUEL BRANDING DOESN'T WORK. To all fellow marketers please rise up and join the cause and rally against this pointless activity.
Having worked predominantly in industries with limited budgets media partnerships, contra-deals and delivering duel branding on artwork has been the norm. However, it's never sat well with me as it's always felt like a diluted message amongst a sea of other messaging.
Look at this picture. This image is taken from the world of NASCAR. I think this picture very quickly sums up the benefits of solus branding vs. duel/multi brands. Ok, not everyone has the money of Wrigley who make Skittles so often brands need to compromise. But aside from getting a free day out in the hospitality lounge I can't see the benefit to any of the brands associated with car 24 below, or am I in the minority?
A brand soup is an ugly thing. The only winners are the ones taking the money from the brands as they squabble over space. Is there really a benefit to anyone when displayed on an 'Our sponsors' web-page like the below with dozens of others, does anyone have cut through?
I think that there is a reasonable argument for looking into alternative outlets to promote yourself. If sports are your thing, rather than being a small partner to a football club look at alternative sports or grassroots opportunities where you might get more coverage, the same audience and a greater presence.
If music is your thing then not all businesses can take a box at the O2 Arena or enjoy hospitality at a Wembley show, that doesn't mean you can't create an association with fringe acts, or niche events that might open up new audiences to you.
My point is don't just stick to the obvious. Be creative in your marketing, protect your brand, be bold and create stand out for yourselves so that you don't get lost in the crowd.
Be Skittles.
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