Our final lessons from the Fortune 1000 Big Boys:
Choose Partners Strategically. The Big Boys know how to find a partner who fits their needs. They search for partners whose market demographics and psychographics mesh. They find a partner who can bring something to the table they don't currently have and then they develop programs that build their respective brands while also achieving sales goals. Take a look at this website that showcases a Ritz-Carlton and American Express partnership. Ritz-Carlton has beds. Am-Ex has card members with money and the propensity to travel. The communication in this site builds both brands. A marriage made in heaven. Who is your heavenly partner?
Consistency Rules. Your brand is built on every interaction a client has with you from customer service to your product to your website. I'm not just talking about ensuring that your logo, fonts and colors are used in a consistent manner - although they should be. The big job is aligning your message at all points of contact across the spectrum, including with your employees.
Even if you don't have a Big Boy budget, you still can market like one of them