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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

How Bing made Jay-Z famous?

Consumed => “Six Steps to Successful Sponsorships” by William Rosen and Laurence Minsky on HBR.

=> My value add (i.e., left a comment)…

Re: Equity Fit

Good point. But I’d like to suggest you have it backwards – sort of. The problem doesn’t come from the fit with the partner. It starts before that even happens. The key is to take serious inventory of your brand and have a firm understanding of where credibility ends and foolishness begins. As I am sure we’d all agree, now more than ever authenticity is essential. And regardless of what anyone says, authenticity can’t be bought – by definition it wouldn’t be authenticity, yes? Unless of course you want to waste resources doing social media fire fighting.

As for the Bing + Jay-Z example, (to stick with your urban theme of sorts) I’m not so sure Bing wasn’t fakin’ the funk. But that’s just me. In my marketing book you need a bit more than a simple sponsorship and teasing me with a test drive to have “street cred”. It’s good talk but let’s see how you walk the walk over time. At this point I don’t think my expectation are out of line with most other (information) consumers. That said, there are plenty who are getting rich over the spread between what a brand is and can be, and what that brand wishes it could be or what it should be.

Finally, I think if you were to tell Jay-Z that he had Bing to thank for his NY Times best seller he’d have some choice words for you. Given Bing’s positioning, was working with the Jay-Z brand a step in the right direction? Possibly. But unless there is/was consistent follow up then such a one-off was probably a mistake.

As he does, Mr. Carter got paid. Which is good for his rep even if Bing wasn’t a good fit in his direction. Why? Because that’s what he is known for…hustlin’ for some paper. And in his world, there’s no shame in that game. That said, rare is the brand that has such luxuries.

Great article. And thanks for listening.

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