Partnering for growth

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

At a glance

Greg Paull, Co-founder & Principal, R3, investigates collaboration in Asia and discovers that it can be an effective and economical strategy to develop competitive advantage.

Why it matters

New gets old fast in Asia and brand partnerships have become a key component in marketing strategy to inject buzz and spike product demand.


  • Know what your customers care about. Look for opportunities to be useful, entertaining or educational without being intrusive.
  • Understand the business model of potential business partners.
  • Determine how you will measure the success of the brand partnership.