Strive to integrate your two brands into your sponsorship opportunities. Here's a great example of what I mean.
Lincoln Center has partnered with The Wall Street Journal to present
Summer Scoops Live with The Wall Street Journal. It works extremely well because:
- The name of the series relates to both brands' strengths.
- The visual identity of this series incorporates The Wall Street Journal's trademark use of line drawings, rather than photos, to illustrate the text.
- Most importantly, the series enriches the audience members' experiences of either Lincoln Center's programming – several events preview upcoming events at Lincoln Center – or of The Wall Street Journal's writers and editors – through special opportunities to see and hear these individuals speak in a live forum. Presumably, this partnership makes possible these unique experiences for both entities' audiences.
Sticking a logo on marketing materials does not constitute integration. A stronger strategy is to weave your two brands together.
