Over the last fifteen years, the food service industry has seen co-branding accelerate as a successful growth and market penetration strategy. Greg’s insightful work gives the operator a framework to think through logistical, legal, marketing and operational challenges. I would recommend this book to anyone looking to think strategically as well as practically how co-branding can benefit their organization.
Chuck Winship ,former CEO Beef O Brady’s
Greg has written an elegant and compelling book on branding and the power of business to uplift lives. Focus on what matters, constantly improve your operations and be open to opportunities! The combined wisdom of the many business owners who contributed to this book is the result of thousands of years of experience. From countless nights sweating the books, marketing breakthroughs, operational successes and mistakes, the people who Greg turned to for inspiration lived it. Read this book and learn from them, then go and make your American Dream a reality!
Nick Neonakis ,CEO The Franchise Consulting Company; author “The Franchise MBA” and “The Franchise MBA Workbook
Consumers have always known that some brands naturally complement one another, and they craft their own combinations every day. This book will show you how to make your brand part of that mix—at their place or yours—and make everyone better off for the experience. Read it and profit.
Steve McKee ,President McKee Wallwork; author of “Power Branding” and “When Growth Stalls”
Preface: What is Complementary Branding?
Before You Start
The Complementary Day-Part Branding Business Model
The Value of Brand Pairing
Why Consider Complementary Branding?
Are You a Host Brand or a Guest Brand?
The Outsourcing Movement
Your Blueprint for Successful Complementary Branding
Will It Work?
Section 1: What’s Next?
Chapter 1: Know Your Market: Where Is the Industry Heading?
The Rise of Complementary Branding
Every product starts niche … until it’s not
Defy the experts
Become a disruptive force
Know Your Business
Before You Start: Know the Rule
Feed Trends 2008–2018
Ripe for the Picking: QSR Categories Perfect for Complementary Branding
Soft Serve Ice cream
Hard pack scoop Ice cream
Chapter 2: Trials and Data
A “Vanilla” Case Study
That’s Our Vanilla
Keep It Simple
The Importance of Interface
Section 2: Does It Fit?
Chapter1: Complementary Branding Done Right
Thought Process Example: How to “Skinny Down” a Smoothie Brand
Thought Process Example: Cross-Use Equipment, Space, and People
Hard Numbers for Soft Pretzels
The “Real Cost” of Added Labor
Synergy of Products
Chapter 2: How to Build a Successful Partnership
The Two Key Elements of Complementary Branding Partnerships
Why Partnerships Fail
Why Partnerships Succeed
Guidelines for Complementary Day-Part Branding Partnerships
Chapter 3: Details to Consider
Question 1: Will it add actual value to the other brand?
Question 2: Will there be an increase in return/repeat visits from the complementary brand?
Question 3: Will this complementary day-part brand item be an exclusive purchase?
Question 4: Does it add perceived value?
Question 5: Is there a competitive advantage?
Section 3: Where the Rubber Meets the Road
Chapter 1: Articles and Analysis“The Pros and Cons of Co-Branding” By Steve McKee
It’s Not Just for Big Companies
Develop Your Own Guidelines
Create a Proposal and Reach Out
“Co-branding: A sweet business strategy?” by Kelly McCarthy and Samantha Von Hoene
Chapter 2: Interviews
Patrick J. George (Allied Domecq, McDonald’s)
Anonymous Interview (Tim Hortons, Cold Stone Creamery)
Ed Rensi (McDonald’s, FAT Brands)
Steve Rothenstein (Dippin’ Dots, Doc Popcorn, Yum! Brands)
Nick Apostoleres (Dunkin’ Donuts, Baskin-Robbins)
Chad Maali (Dunkin’ Donuts, Baskin-Robbins, Togo’s)
Dave Roemer (Arby’s, Long John Silvers, A & W)
Anonymous Interview #2 (Orange Julius, Dairy Queen)
Chapter 3: The Numbers
Internal Development or Outsourcing?
The Supply Chain
Section 4: Brand Assessments
Chapter 1: Assessment for Complementary Day-Part Branding
- Brand Equality
- Operational Simplicity
- Physical Plant Ability
- Team Culture
- Brand Benefit
- Legal and Financial
- Site Matching: Shared Demographics
Research and Site Evaluation
Chapter 2: Assessment for Hosts (I Want to Add a Guest Brand)
Chapter 3: Assessment for Guests (I Want to Simplify My Brand to Become a Guest)
Section 5: Making It All Work
Chapter 1: Marketing a Complementary Brand
Sample, Sample, Sample
Locations for Sampling
Recommendations for Sampling
Economics of Sampling
Other Marketing Ideas
Chapter 2: Ask the Experts – Advice from Co-Branding Masters Lane Fisher, Keith Gerson, Steve McKee, and Lisa Oak
“Co-Branding: The Legal Expert Perspective” by Lane Fisher
Protect Your Intellectual Property and Goodwill
Miscellaneous Issues Triggered through Co-Branding Relationships
“Best Practices Associated with the Development of Co-Branding in Franchising” by Keith Gerson
“Proper Calibration of Complementary Branding” by Steve McKee
“Complementary Branding for Franchisor and Franchisee Success” by Lisa Oak
1. Sales goals – When is complementary branding the best way to increase sales instead of adding product(s) to the current menu?…. 194
2. Profitability – Can sales from the Guest brand contribute enough to the bottom line to make a complementary branding program worthwhile?
3. Synergies – Does it make sense to combine the proposed brands?…..196
4. Documentation – How do we memorialize the understanding among the parties?
Chapter 3: Successful Examples – Brand Pairing Done Right
A New Day
Sometimes, It Doesn’t Work
Simple, Not Easy
About the Author
Co-branding and Complementary Branding
As an expert in the topic, with his book “Inside the Box: The Power of Complementary Branding,” Greg can talk about the who, what, when, where, why and how to successfully co-brand. He has cracked the code, and developed a complete process to show how it can fit in to make a big difference for the operator’s bottom line profits.
The audience will walk away with a strong understanding on how to successfully co-brand, the tools to use to determine what is best for them, and what they can expect to make through expanding into complementary branding.
Franchising and Owning Your Own Franchise
As a successful executive, and a successful franchise owner, Greg has a unique perspective of both sides of the street in franchising.
What To Look For In A Franchise Business – and How To Determine If It Might Be The Right Fit For You
Audience members will walk away armed with a balanced perspective on what to look for in a franchise, so they can start the process of discerning if they might want to own their own business.