Music is leading the way in creating imaginative brand partnerships
by Chris Reed
What do Simon Cowell, Faithless and Warner Brothers all have in common? They are all masters at creating brand partnerships in areas where many brands fear to tread. Faithless have been both creative and open minded in the brand partnership that they have struck up with Fiat. Their new video and Fiat’s new advert have effectively become one. As Faithless don’t have a record label they have negotiated with Fiat to finance their new video in return for positively brand endorsing and cooly associating Fiat with themselves for no fee. Fiat have also bought a media campaign to promote the new Fiat featured within the advert/video which then dovetails into a marketing campaign for Faithless’s new single. Effectively Fiat’s media campaign is Faithless’s marketing campaign which will cost Faithless nothing but their positive association. Fiat would have spent the money anyway they are just getting a much cooler creative and music association this way while Faithless are tapping into the car giant’s immense resources for their own benefit. A great brand and financial partnership all round. Simon Cowell understands brand synergy and brand partnerships more than most people in marketing do. He has exploited the X Factor appeal pragmatically and without hesitation and has created brand partnerships with some of his X Factor stars that match their specific target audiences. Alexandra Burke, has recently signed up for Unilever deodorant brand Sure For Women, operatic pop group Il Divo has linked with Alberto Culver shampoo brand TREsemme, while Leona Lewis has promoted clothing for US trade body Cotton Incorporated and fronted a campaign for video game Final Fantasy XIII. Girls Aloud fronted a £9m promotional campaign for Nestle’s Kit Kat Senses and have featured in ads for Sunsilk shampoo and Samsung. Cowell gets the concept of commercially based partnerships like few in the world do. Finally Warner Brothers have their own brand partnership division such is the huge potential of this area. They have negotiated a deal between Puma and Paolo Nutini where the singer’s appropriately titled “New Shoes” will feature in all marketing channels for Puma’s new sports lifestyle range. The campaign includes TV, radio, mobile and online, as well as point of sale in Puma stores. This is a great brand partnership which will effectively be promoting the singer to a different audience and gaining his brand endorsement for Puma and vice versa.