A partnership is “a commitment between two or more parties in a collaborative relationship who strive to achieve shared objectives through a spirit of trust and openness” (Affinity Maker ™).
Partnerships vary in their level of engagement risk and reward sharing. Affinity Maker™ works with our clients across the partnering spectrum to help them deliver successful outcomes. The table below outlines different partnering styles in increasing level of risk.
Introducing your business to the database of another business, with their endorsement.
Adding value to your brand via a complementary service from another brand e.g affinity credit cards.
Tactical short term marketing initiatives, consisting of promotional or third party tie, e.g. voucher offers.
Working with other brands to change perception and generate awareness for your brand, e.g. World Wildlife Fund (WWF) and IKEA.
Joining or coming together for a purpose, e.g. National Breast Cancer Foundation and their corporate partners.
A formal relationship formed between two or more parties to pursue a set of agreed upon goals or to meet a critical business need while remaining independent organisations
Distributors, Resellers, Wholesalers and Licensees
Upstream supply chain - Key Long Term supply partnerships, e.g. Manufacturing
Downstream supply chain - Accounts with long term contracts
Private Public Partnerships (PPP) and Public Funded Initiatives (PFI)
Consolidation and sharing of services by different units within an organisation in areas such as Finance, Human Resources (HR), Site Management, Facilities Management, Information and Communication Technology (ICT), Mandatory Training and Procurement functions.
A partnership formed often to share risk, profit, control or expertise.
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