---
title: Contextualized partnership
date: 2005-06-10T14:17:33Z
modified: 2005-06-10T14:17:33Z
permalink: "https://dogwonder.co.uk/2005/06/contextualized-partnership/"
type: post
status: publish
excerpt: ""
wpid: 185
categories:
  - General
tags:
  - Advertising
---

[Interesting concept](http://thehiddenpersuader-english.blogspot.com/2005/05/co-branding.html) about organisations aligning themselves alongside each other in advertisments in order for each to benefit. I assume the aligments at first will be small cool company / large less cool company. The large company gets some cult coolness, the small company gets a much higher profile.

Course this in by no means new, but then trend does seem to be increasing, and I can see as advertising becomes more fractured and the message diluted, it could be important for groups of large companies securing partnership with other large companies in a ‘lifestyle’ brand excercise. Such as Nike + Evian = Just do it naturally…..etc…..