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Earn Your Lightsaber
Effective partnerships enhance a brand’s own story. In too many instances it replaces it wholesale; a brand must know how to stand on its own before it can truly leverage the power of another.
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Don’t Mail It In: Find Your Brand’s Perfect Partner
The significance of aligning brand partnerships with core values to ensure authenticity and mutual benefit.
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Selling a Story You’re Not Telling
To succeed with resellers and distributors, brands must share more than products — they must share a story partners believe in and pass on.
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You Are the Company You Keep: How to Form Effective Brand Partnerships
Why story alignment not short-term synergy is the secret to successful brand partnerships
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The Right Kind of Wrong: Szechuan Sauce and the Hero’s Journey
What McDonald’s got wrong about storytelling community and who the hero really is
