In a Crisis, Brand Partnerships Benefit Marketers and Their Customers

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An extraordinary crisis requires an extraordinary response. Business consultant and author Luigina Sgarro wrote this about crises: “We discover our greatness when we find ourselves in a situation bigger than we are, and we manage to grow and become bigger than the situation.” Those are wise words these days, and one way to grow bigger than the situation your brand faces is finding a brand partner. Moreover, brand partnerships — when well-planned and executed — enable your brand to better connect with your customers, and you might be able to do the same for your new partner.

Here’s a great recent example: Athleta understands its customers, “real women,” ages 35 to 55, who believe in the power of being active and share the brand’s mission to empower women and girls.



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