Partnering with like-minded brands 'may be secret to success'

Date: 07/04/2010

In the current economic climate, many organisations may find it difficult to carry out a live brand experience due to constrained budgets, though one expert has suggested a clever way of approaching the issue.

Ron Faris, the director of brand experiences at Virgin Mobile USA, spoke to Fast Company about the continued importance of such interactions with the consumer, noting that not many organisations have "monster budgets".

He said: "It's definitely a challenge - doing a lot with a little.

"In this day and age of modest marketing budgets, brand marketers need to amplify their messaging by partnering with like-minded brands."

Mr Faris explained that past successes for Virgin Mobile USA have been when working with brand partners, including "memorable programmes" with Red Bull, Converse, Toyota, and LG.

Recently, the MotivAction Group helped Virgin Media Business launch its high-profile business at the Science Museum, playing heavily on the concepts of technology and innovation alongside strong corporate branding to create a well-received live brand experience.

Posted by Michael Ewing
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