Brand Positioning: It's in the Companies You Keep

My wife Debbie owns a photo favor business that serves the bridal industry.


As her live-in marketing director, I keep up with her industry by reading magazines and advertising supplements targeted to weddings and other catered events such as bar mitzvahs and sweet sixteen parties.

I recently came across an ad for a local banquet hall that was trying to position itself as an elegant, upscale venue for that oh so very special event.

The ad had an impressive, dramatically-lit photo of the banquet hall with fancy-schmancy centerpieces and those chair skirts that are a must-have these days.

Obviously, no bride today can tolerate the sight of naked chair legs.

Here's the ad copy: "We cater to one wedding at a time. Our goal is your complete satisfaction, by providing your guests with a special moment in time, an experience that will long be remembered. Proudly serving Miller Lite."

Nothing wrong with co-marketing with Miller Lite if you own a sports bar, but in my opinion, this really ruins the brand ambiance for the banquet facility.

For example, if you owned an upscale cigar bar, would you include the phrase "Proudly serving Tiparillos? Of course not. You would try to co-market with Cohiba, Arturo Fuente or some other Cigar Aficionado-worthy brand.

So, no matter what business you're in, if you are trying to establish and maintain a particular brand image, choose your co-marketing partners carefully.