It's the time of the year again when purveyors of diet and weight loss programs vie most fiercely for our attention, hoping to convince customers that their product can do the trick much faster and more effortlessly than the competition. But the fact is that what makes one approach more promising than another depends on a variety of factors.
A friend, a generation behind, recently suggested in a matter of fact way, "You should get some Botox injections." "You're kidding," I said. "I can think of a million other things I'd rather do with my money." Come to think of it, most of my younger friends comment on physical appearance, for better or worse, all the time. I'm surprised there isn't a self-help book called Botox Soup for the Soul!
Are you looking to re-position your brand and products/services to a distinct audience? Brands that are looking to aggressively grow their business don't want to isolate their current customers because that's their "sweet spot," but they want to grow and need to look to new customer segments to make that happen. Here are some great examples of partnerships that I have seen in recent times.