Entering the Millennial Market by Co-Branding

Image: Tru by Hilton

Corporate Challenge: Mass marketing to millennials on a small budget.

Ironbound Strategy:  Millennials have a penchant for brands that create value for  customers, employees, and society.  Co-brand with companies that create value for their stakeholders.

Ironbound Action: Virginia based Hilton is creating a new hotel brand called Tru, that is positioned to attract and provide hospitality to millennials.  The hotel chain has adopted a wide variety of environmental and social impact solutions.  California based DirecTV has been struggling to market their product to millennials, and found that partnering with Tru will help grow their product lines among younger consumers.  Co-branding is a really great strategy to increase the awareness of your brand in new markets.