Technology

Brand Partnerships Take a New Turn in the Future

Brand partnerships have traditionally been characterized by two or more companies selling similar products. Along came Millennials and technology, and the result is a business future filled with brand partnerships comprised of businesses selling very different products and services.
By Dave Desouza

Technology and brand partnerships make a perfect match. The ability to merge data to produce in-depth information about markets, customers and trends, and the ability to share customer data, can take competitiveness to the next level.

The types of partnerships are unlimited. Auto companies partner with companies developing state-of-the-art Internet of Things software, creating a flow of data that provides real-time information about customer preferences and behaviors. Marketing companies partner with clients to merge prospecting marketing data with client data.

However, the future of brand partnerships is seen in the collaboration of busine...

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