MetaTheme "Pioneers, unite!": Brand profiling through partnerships

In October MetaDesign hosted two MetaThema events, one in Zurich and one in Bern. Using ABB Formula-E as an example, the agency discussed with ABB and Julius Baer what the success factors of successful brand partnerships are.


At MetaThema, MetaDesign regularly presents a current topic to an audience from the fields of management, communication and marketing. In addition to the discussion in a panel of experts, the guests have the opportunity to learn more about the topic at the
to get into conversation with colleagues at the aperitif afterwards.


Brand profiling through partnership

This time, the focus was on the topic of brand partnerships. How can you distinguish yourself as a brand in today's networked world? "Team up," says MetaDesign - and do it sensibly, because brand partnerships need to be well thought out.

"Isn't brand partnership just a 'fancy' word for sponsorship? ' Some may ask. No, it isn't. Because true brand partnership goes far beyond giving money and putting your logo everywhere. Rather, it's about making common cause: It's about collaborating and co-creating content to share and strengthen brand presence and reach," said Alexander Haldemann, CEO of MetaDesign, opening the event.

ABB Formula-E, with ABB as title partner and Julius Baer as global partner, served as an example of successful brand partnerships. Together with Larissa Alghisi, Chief Communications Officer at Julius Baer and Nicolas Ziegler, Head of Markets, Brand and Events at ABB, experiences were shared and the success factors as well as the challenges of brand partnerships were discussed.


Three pioneers - one common goal

Meanwhile, as a platform and driving force for electric racing, ABB Formula-E has become a global entertainment brand. So a partnership between ABB Formula-E and global technology company ABB makes perfect sense - after all, both brands want to stand for innovation, technology, the future and globality.

While the partnership between ABB Formula-E and ABB is understandable, Julius Baer, on the other hand, questions what the two brands have in common: "It was an instinctive decision, not without risks. But we wanted an innovative platform with the will to shape the future and the ability to inspire people," says Larissa Alghisi, Chief Communications Officer at Julius Baer.

For both speakers it was clear: To make and keep a brand partnership really successful, it takes a lot of time, care, sometimes a bit of courage and above all a lot of passion.

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