The Power to Understand and Respond Effectively In order to create effective partnerships, we must first understand your business and find out what motivates your customers' to action. In researching and securing partnerships, we look at the following key ingredients: Does it fit with the core equity of the brand Does it make sense with the demographics of the product line Does the promotion complement the benefits the consumer receives when purchasing or using the brand Is there incremental value being offered -- up and beyond what they already receive Is there value-added marketing that the brand manager will receive