Culture and Leadership
Advocating for Women in Leadership with Daale Carter
Affinity marketing is when one business partners with another to provide products or services in exchange for access to a new market. The two brands work together to promote this mutually beneficial campaign that if executed properly, can expose both entities to new audiences. Simply put, it’s the opposite of competitive marketing, so instead of positioning your brand as better than another, you position your brand as a great partner with another trusted brand. For example, Target partners with Visa to offer a Target Visa card. Both parties win. Target gets its own credit card and Visa gets more customers.