If you’re not a sneakerhead, you probably still know about New Balance—it’s hard to miss them, whether on TV, in movies, or at your friend’s backyard barbecue. Despite the ever-changing trends in fashion and consumer behavior, this 118-year-old footwear company has managed to stay relevant and popular. So, what’s their secret to longevity in a fast-paced industry? Let’s find out.
New Balance Marketing Associate Calvin Goncalves believes that thoughtful partnerships and innovative strategies are key factors in the brand’s success. Goncalves, a seasoned expert in the field, works with a team at New Balance to plan long-term strategies, analyze past campaigns, and create impactful collaborations.
In a candid conversation, Goncalves shares insights into the world of brand partnerships and provides valuable tips for success in the ever-evolving market.
The Do’s (and Don’ts!) of Brand Partnerships, According to a New Balance Marketer
Goncalves emphasizes the importance of natural partnerships that align with brand values and resonate with the target audience. Forcing collaborations or choosing influencers solely based on follower count can backfire, leading to a diluted message and loss of authenticity.
Here are some key points from Goncalves on successful brand partnerships:
1. Act natural. Don’t force it.
Authenticity is key in partnerships. Let the collaboration flow naturally and allow partners to express their creativity while staying true to the brand’s essence.
Remember, effective partnerships are built on trust, shared values, and a genuine connection with the audience.
2. Don’t just stick your best shoe onto the trendiest TikToker.
Avoid chasing trends for the sake of it. Choose partners who align with your brand’s vision and values to create meaningful collaborations that resonate with your audience.
3. Be innovative.
Embrace innovation and creativity in your partnerships. Look for unique ways to engage with your audience and stand out from the competition.
4. Use a blast from the past.
Nostalgia can be a powerful marketing tool. Tap into past trends and memories to create authentic and memorable partnerships that resonate with your audience.
5. Remember, teamwork makes the dream work.
Collaboration is all about teamwork. Foster strong relationships with your partners, communicate effectively, and work together towards a common goal to create successful campaigns.
By following these tips and embracing the spirit of collaboration, brands can create impactful partnerships that drive engagement, reach new audiences, and make a lasting impression in the market.