CHAPTER 10: TOUCHPOINT 3 BRAND PARTNERSHIPS/COLLABORATIONS
COLLABORATION IS KING
Let me start by saying that if there is one thing you should do with your business, it is to look at collaborating with a person, brand, opinion former or celebrity that can really enhance or make a difference with the awareness of your brand. I have case study after case study documenting that one collaboration has literally repositioned somebody's business, spoken to a new target audience, created a distribution channel that otherwise would be impossible to get into and, in most cases, made the brand famous.
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