Creating Cross-Promotional Partnerships To Build Long-Term Brand Value

"Cross-promotion is more than a marketing trend. It's a strategic way to expand reach, strengthen credibility and create authentic connections with new audiences. The most successful partnerships happen when two noncompeting brands collaborate on a project that aligns with shared values and goals."

"Whether two companies co-host a community event, a brand ambassador promotes a shared cause or a nonprofit teams up with a corporate sponsor, the right partnership amplifies visibility and showcases both brands in a favorable light. Done well, cross-promotion diversifies marketing resources, increases word-of-mouth awareness and deepens trust."

"According to Nielsen's 2025 Annual Marketing Report, 48% of North American marketers prioritize revenue growth and brand awareness equally. Consumers often judge brands by the quality and authenticity of their collaborations. Before signing on, leadership teams-or outside experts-should assess a potential partner's reputation, audience overlap and brand values. According to the 2025 Edelman Trust Barometer report, 88% of consumers say that trusting a brand is as important as the quality and value of its products or services."

Cross-promotion expands reach, strengthens credibility, and creates authentic connections with new audiences when noncompeting brands collaborate on projects aligned with shared values and goals. Collaborations can include co-hosting community events, brand ambassadors promoting shared causes, or nonprofits teaming with corporate sponsors to amplify visibility and showcase both brands. Well-executed cross-promotion diversifies marketing resources, increases word-of-mouth awareness, and deepens trust. Leadership teams should assess potential partners' reputation, audience overlap, and brand values before partnering. According to Nielsen's 2025 Annual Marketing Report, 48% of North American marketers prioritize revenue growth and brand awareness equally. The 2025 Edelman Trust Barometer reports 88% of consumers value trust as much as quality and value.

Read at Forbes