It’s hard to image but giant companies like Coca-Cola and Procter & Gamble were once small businesses.  One way they were able to grow was through partnerships or strategic alliances.  Not only do  businesses do that.  So do major nonprofits like the American Red Cross and the Save a Suit Foundation.

Joining together with other organizations, busineses and nonprofits spread the cost or even proceed with an initiative with no cost.  They extend their reach with target markets, donors, and media.  Both partners can share the halo effect of each other’s brand.

Recently, a startup in modular furniture contacted Image Marketing Consultants about finding them partners in both online and brick and mortar retailing.  Initially, they assumed brilliant market communications would do the trick.  Then they realized that getting by the gatekeepers for retail websites and actual stores requires the fine art of partnering.

Kate Sirignano, founder of Image Marketing Consultants, provides complimentary consultations on partnerships as well as Marketing, Advertising, Public Relations, Social Media, and Special Events, 203-404-4868,