Imagination & Experimentation

Finding a great partnership can feel a bit like dating. You’re looking for that perfect blend of shared values, trust, and a spark of creativity. A solid marketing partnership, whether it’s between brands, businesses, or influencers, doesn’t just happen by sticking to the same old strategies. It needs a willingness to go beyond boundaries, get creative, and experiment like you’re a mad scientist in the marketing lab.

So, let’s dive into how you can create a marketing partnership that’s not just good but great—and potentially unforgettable.

1. Throw Out the Rulebook (Or At Least Put It to the Side)

Great marketing partnerships are not built on staying in a box. Sure, rules are helpful, but they can also be limiting when you’re trying to stand out in a crowded marketplace. Sometimes, you need to push the boundaries. Think about Red Bull partnering with GoPro—two companies that at first glance just seem to overlap in extreme sports. But instead of just slapping their logos on each other’s gear, they focused on telling stories of human adventure and adrenaline that neither brand could do alone. By combining their strengths in extreme action and video content, they went beyond traditional marketing and created something fresh.

Ask yourself: What’s one rule you can bend or break to make your marketing partnership more unique? Whether it’s collaborating with a seemingly opposite business or trying a totally new platform, don’t be afraid to zig when others zag.

2. Use Your Imagination: Yes, Even in Business!

Creativity isn’t just for artists and ad agencies—it’s crucial for marketing partnerships too. Let’s be honest: if your partnership is just two companies doing what they’ve always done, it’s going to fall flat. Your audience wants to be surprised and delighted, not lulled into a marketing-induced nap.

A great example is the partnership between Nike and Apple. These brands didn’t just stop at co-branding sneakers or gadgets; they put their heads together and created something that didn’t exist before—the Nike+iPod Sports Kit, which allowed runners to track their progress while listening to music. What began as a fun collaboration grew into something much bigger, shaping fitness tracking tech for the next decade.

So, imagine the possibilities. What cool, unusual ideas can you and your partner bring to the table? Maybe you’re a local coffee shop teaming up with a yoga studio to create exclusive “coffee and calm” mornings. Or perhaps you’re a tech brand collaborating with a travel blogger for a digital detox challenge. Let your imagination run wild—you never know where it might lead.

3. Test, Tweak, and Tinker

Here’s the thing about trying new things: sometimes they flop. And that’s okay! The best marketing partnerships are the ones that embrace the concept of experimentation. You don’t need to launch the perfect campaign on day one—tinker with it, test different ideas, and learn from what works (and what doesn’t).

Take Coca-Cola’s partnership with McDonald’s. These two giants didn’t just launch the Coke product in every McDonald’s restaurant and call it a day. They constantly tweak their marketing approach together—whether it’s joint promotions, packaging designs, or limited-edition products for special events. Over the years, this partnership has evolved and stayed relevant because they keep refining their strategies based on what resonates with consumers.

So, don’t be afraid to get a little scrappy with your experiments. Try A/B testing your partnership campaigns, throw out surveys, and get feedback from customers early on. Even if an idea flops, the insights you’ll gain can guide your next big win. Marketing partnerships aren’t set-it-and-forget-it; they’re a living, breathing collaboration.

4. Embrace Unlikely Pairings

Sometimes the most unexpected partnerships bring the biggest results. If you’re a small business owner, partnering with a brand or individual that complements (but doesn’t necessarily mirror) your business can yield surprising synergies. Think about the Uber and Spotify collaboration. One offers rides, and the other offers music streaming, but they tapped into a shared experience—long car rides with the perfect playlist—to make both of their services more enjoyable.

So, don’t just look for partners in your immediate industry. Think beyond—what complementary services, products, or industries could you work with to create something your audience didn’t even know they needed?

5. Communication is Key

If you’ve ever been part of a group project that went sideways, you know that communication can make or break any partnership. The same goes for your marketing collaborations. Whether it’s weekly check-ins, shared project management tools, or an open line for feedback, you need to keep communication clear, consistent, and honest. And this is especially true when you’re venturing into experimental territory.

Pro tip: Set up a system for communication early on. Make sure both sides know the goals, deadlines, and who’s responsible for what. A smooth partnership is built on trust—and trust is built on transparency.

Ready to Partner Up?

So, there you have it. Great marketing partnerships aren’t about playing it safe. They’re about stepping over the edge, embracing creativity, and getting comfortable with testing new ideas. By going beyond boundaries, using your imagination, and staying open to experimentation, you can turn a good partnership into a great one.

Now it’s your turn: What bold idea could you bring to your next marketing collaboration? Share your thoughts or tag a business you’d love to partner with!