3 Reasons Why Brand Marketing Partnerships Are Important Than You Think

Frequently I am asked what John Brown Novus does. While admittedly my answer varies depending on the person whom I am talking to, they are however left with a clear understanding that the company services an array of organisations with a plethora of content marketing solutions.

Last month, I introduced John Brown Novus to a marketing executive from a global technology firm. Immediately following my “elevator pitch” she responded with “So you’re a content vendor?” to which I enthusiastically replied “absolutely!” The executive continued the conversation somewhat cautiously, knowing that I was pitching her John Brown Novus’ services.

Following the conversation, I thought about how I could have managed the introduction better. I soon realised that had I corrected the executive on her usage of the word ‘vendor’ and replaced it with ‘partner’, the conversation would likely have progressed differently.

In the past, I have never found the word “vendor” a problem. But using it to describe John Brown Novus’ many offerings does no justice to the firm’s par excellence, our client-facing skills, among many other attributes.

The Oxford Dictionary describes a vendor as “a person or company offering something for sale”, whereas the same dictionary refers to a partner as “a person who takes part in an undertaking with another or others, especially in a business”. With reference to John Brown Novus, the former explanation is simply incorrect, and while the latter holds some truth, it too does not fully articulate how John Brown Novus services its many clients.

Here are three reasons why we like to be viewed as brand marketing partners from our client base:

Respect and Equal Footing

The word “partner” implies two or more people or organisations. It also indicates that these different entities are on equal footing. In a client-brand content provider relationship this is very important, not least out of mutual respect for each other’s abilities.

It is seldom a situation where one party says 'do it' and the other merely fulfils this request by a certain date."

With regard to content creation — whether this be writing services or artwork — this involves frequent dialogue between all parties with the aim of gauging each other’s requirements and views. It is seldom a situation where one party says “do it” and the other merely fulfils this request by a certain date.

Commitment

The process of becoming brand content partners and enacting this out accordingly requires hard work. But it’s worth it. By entering into a partnership, both parties are committing time and effort to producing something valuable — be it compelling brand content or a sharp content strategy.

Enjoyable and Innovative

The most successful partnerships are enjoyable to both parties. From Chanel’s Pierre Wertheimer and Coco Chanel, to Google’s Larry Page and Sergey Brin, some of the world's happiest business partnerships in recent history have resulted in companies with products and services that have pioneered new industries and business models.

While not wanting to jump on the royal bandwagon, it is also worth mentioning the partnership between Prince William and Catherine, Duchess of Cambridge, and how they show much respect and commitment to one another. Furthermore, they genuinely look as though they enjoy each other’s company, which appears to be somewhat rare in the history of relationships among British royals (the Queen and Prince Phillip excluded).