I can’t say I’ve read The Odyssey, but I think Homer nailed it when he wrote:
“There is nothing more … admirable than when two people who see eye to eye keep house as man and wife, confounding their enemies and delighting their friends”
And the reason I think this is right is it could easily be rewritten for business:
“There is nothing more profitable than when two companies who see eye to eye do business as partners, confounding their competitors and delighting their consumers”
And so to get a ‘profitable’ Marketing Partnership (whether financially, brand health or both), there are some simple, practical ways to help you identify suitable candidates and increase your chances of avoiding the adolescent pain of a lonely walk home at the end of a night out.
I’ve pulled together a list of six measures that I have found useful. It’s not exhaustive, as every partnership is unique, but it’s a good start and a way to bring your ‘Blink’ instinct together with a framework for analysis.