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Co-Branding Works Best when Values Align

2/15/2019

Corporate Challenge: Finding the right partner to co-brand.

Ironbound Strategy: Brands that constantly create value for customers, employees, and society are expected to survive the next industrial revolution, they are the best brands to co-brand with.

Ironbound Action: Pennsylvania based DuckDuckGo recently reached out to Apple for maps integration in their search engine. DuckDuckGo is popular among millennials as the only search engine that does not track searches. Recently DuckDuckGo discovered that Google can track what users are searching when they click on a mini Google map during a search. Apple is known for never selling private information, so DuckDuckGo partnered with Apple Maps to re-code their entire search algorithm to avoid Google Maps. Brands that share values of privacy generally create immense value for their customers, employees, and society.

* DuckDuckGo processes 30M searches every day, doubling every year. They raised $13M in two early funding rounds since their founding in 2008. DuckDuckGo became profitable in 2014 through affiliate marketing. Estimated revenues for last FY are $7.5M.

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Serving Niche Customers While Creating Value for Society

2/1/2019

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Image: University of San Francisco Don's Basketball Game

Corporate Challenge: Finding niche customers that need your product.

Ironbound Strategy: Sometimes creating value for one stakeholder, can overlap and create an abundance of value for your customers, employees, and society.

Ironbound Action: California based Lyft has been solving traffic issues around professional sports arenas for years. Recently Lyft has been reaching out to college’s like the University of San Francisco to manage stadium traffic before and after USF Don’s basketball games. Lyft worked with Don’s Athletics to create an optimal location for Lyft pick-ups and drop-offs to alleviate traffic, and also provided codes for free rides to-and-from the basketball venue for Don’s fans. While creating value for customers, Lyft simultaneously created value for their employees and society.

* Lyft’s revenues are expected to be $2B in FY2018, compared to $1B last FY. Ride sharing is expected to be worth $285B by 2030. Lyft has raised $4.9B through 19 fundraising rounds, and is worth around $20B pre-IPO.

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Co-Branding Works Best when Values Align

Serving Niche Customers While Creating Value for Society

#BuildABetterWorld

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