Partnering for growth

This article is part of a series of articles on partnering for growth. Read more.

At a glance

An overview of the Collaborative Advantage gained from successful brand partnerships. They must have shared purpose and create value for both customers and business.

Why it matters

Brand partnerships can address business priorities including driving sales, reaching new audiences, building brand equity and addressing wider sustainable goals.


  • Unlikely partnerships that strip away the fear of competition can reap rewards. Stonewall and Paddy Power’s rainbow laces initiative positively engaged 687,000 regular betters1 to free football from homophobia.
  • Santander’s partnership with The Alzeimer’s Society is changing the bank. “The recommendations from the Alzheimer’s Society to simplify our processes can improve all our customer experiences,” says Elisa Moscolin, Head of Sustainability for Santander UK.