Dovetail: Promotion & Partners

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Keeping up with the times

Posted August 21, 2014 by Vicki.

Like any good relationship, a good brand partnership happens when both stay forward-focused. Brand partnerships work best when both stay modern, current and driven.

Now it's time for a little game of remember when . . .

  • The Palm Pilot.
  • Woolworth’s.
  • Blockbuster.
  • The WalkMan.
  • Radio Shack.
  • Kodak film.
  • Pan Am.
  • Circuit City.
  • The Yellow Pages.

The list goes on and on. What do all of these brands have in common? Once household names, these brands now feel more at home in a time capsule. None evolved. None changed. None kept up with the times, and today, they're obsolete.

At first glance, these brands might appear to be victims of changing technology, maybe a tough economy or perhaps shifting consumer preferences. But for every obsolete brand, there’s many more that chose to evolve. Brands survive when they stay focused on what’s ahead. Shifting over time spells long-haul success.

We at Dovetail see the power of growing and changing in our most successful partnerships every day. Partnerships work well when brands notice and consider the trends, touch on what's popular and connect with their audiences. No need to shift the game plan constantly — slow and steady really does win the race! — but evolving along with your consumers is smart marketing. That's the recipe for a truly timeless brand. Even better? Shoppers make these brands part of their everyday life. Customer allegiance equals steady revenue.

The best partnerships happen between energetic, modern, growing brands . . . brands that choose to evolve. That’s the key to staying outside the obsolete.



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