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I have spent the last few years crowing about synergistic partnerships. The instances when you can partner with those offering similar services and products that have and seek the same demographic buckets to whom you are selling. You can collaborate on products or simply create content for social media that will expand your horizons.

Then there is what I call dissonant synergistic partnerships. The unexpected partner that has nothing to do with what you do but coupled together you provide something cool, unusual, or even funny. Case in point is the fabulous Taco Bell partnership with Scott toilet paper. “Fiesta Strength”? You have to love it. It stands out, it’s tongue in cheek, and I, for one, think it’s downright funny.

Not a luxury market placement, but works for their markets. Well done!

- Christine Merser, Managing Partner, Blue Shoe


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