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How did Coke and Lagerfeld meet?

Brand Dating, a company who specialises in corporate partnerships, has launched an online ‘dating site’ that aims to help Australian brands work together. The new site introduces compatible brands to create networking opportunities and strategic business relationships.

While the company won’t reveal the names of its clients, they have signed brands across more than 25 categories and have been responsible for bringing brands such Sony + FIFA and Diet Coke + Karl Lagerfeld together.

Brand, not blind dating

Brand Dating’s website mimics a traditional dating site and starts with a brand personality test clients complete to identify potential ‘partners’. Brand Dating then complies a list of complimentary brands and sends each client a ‘Match Report’ that either side is able to accept or decline.

Clients wanting more in-depth analysis can access Brand Dating’s consulting service that uses consumer profiling and social media reporting.

Mix and Match Marketing

By creating new connections for brands that would normally not come into contact with each other, Brand Dating is promoting its service as an economical way of engaging with brands that share similar values to facilitate establishing long-term relationships.

Article by: Dan Kuseta

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