About Brand Together
Brand Together presents a principle-based approach for developing successful brand partnerships. By analyzing dozens of brand partnerships that have driven over $100 million in revenue, interpreting leading academic research, and leveraging insights from brand partnership professionals, Brand Together distills our best collective thinking on brand partnerships down to six golden principles that any brand can apply. Packed with profound insights, illustrative examples, and colorful storytelling, Brand Together is written for curious consumers, marketing professionals, and everyone in-between.
Why Brand Together?
Have you ever wondered why some brand partnerships drive billions of dollars of consumer preference while others fail to make an impact?
Early in my career, I was assigned to manage a brand partnership between a video game product and a celebrity athlete. I was in way over my head.
Desperate for guidance on how to effectively design, plan and execute the partnership, I scoured the internet (circa 2015) for a simple how-to guide. I was searching for a “brand partnerships for dummies” type of resource. To my surprise, nothing like that existed at the time.
While the conversation around brand partnerships has matured somewhat since then, the key principles of brand partnership success are still largely underdiscussed, underexplored and underutilized. Even the world’s most prominent companies are examining brand partnerships relatively narrowly, with varying degrees of understanding, while applying different amounts of correct—and incorrect—principles. It’s no surprise they experience wildly diverse outcomes.
So, I wrote the book I wish I had—a book that focuses on first principles thinking that a smart marketer can apply to any brand. That book is Brand Together.
About The Author
Brett T. Ryan (center) has marketed video games, mobile applications, B2B SaaS software, EdTech, CPG products and everything in between since 2013. He holds an MBA from the Georgetown University McDonough School of Business and a Political Science degree from Brigham Young University-Idaho.
Brett has managed dozens of brand partnerships over his career with partners ranging from niche influencers to household names like the UFC, Apple and Amazon.
Brett is most recently a Vice President of Product Management and Marketing at Aurea Software, a B2B SaaS company based out of Austin, Texas, a Vice President of Pricing at Everlast Brands, and a Fractional CMO to start-up consumer-packaged goods companies. Brett has acted as a pricing and monetization consultant for dozens of indie mobile gaming applications.