Business Development / Partnership Development
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Differentiation is difficult at the product level in a global economy. By joining forces with a partner, the combined product leverages strengths in technology, intellectual property, distribution, supply chain, sales, advertising and more to fulfill the mission.
Disney wanted to enter the consumer electronics market with a unique portfolio that incorporated the essence of Disney characters into the industrial design. Motorola needed to expand its margins in the highly competitive consumer electronics business. My role at Motorola included building the co-branded business case, negotiating the deal with Disney, working with engineering, selling the portfolio to big box retailers, and overseeing advertising and PR. (Examples: Motorola-Disney "Classic" (l) and "Princess" (r) cordless phones combined Motorola electronics and engineering with Disney's IP and Disney's own partner Frog Design which provided industrial design. For example, a ringtone option in the "Classic" phone was Mickey saying, "Hiya pal!").
Disney wanted to enter the consumer electronics market with a unique portfolio that incorporated the essence of Disney characters into the industrial design. Motorola needed to expand its margins in the highly competitive consumer electronics business. My role at Motorola included building the co-branded business case, negotiating the deal with Disney, working with engineering, selling the portfolio to big box retailers, and overseeing advertising and PR. (Examples: Motorola-Disney "Classic" (l) and "Princess" (r) cordless phones combined Motorola electronics and engineering with Disney's IP and Disney's own partner Frog Design which provided industrial design. For example, a ringtone option in the "Classic" phone was Mickey saying, "Hiya pal!").
Side benefit: when two big brands partner, the media takes notice. (Example: Chicago Tribune's coverage of Motorola-Disney two-way radios.)
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Similarly, the consumer appreciates the added-value even when an old technology (walkie-talkie) is reinvigorated with the advantages two partners offer. (Examples: Motorola-Disney Classic (l), Princess, (c) and Motorola-Disney-Pixar Adventure (r) two-way radios featured call tones from Mickey, Snow White, Buzz Lightyear and others. |
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The strength of the combined brands can be leveraged at retail as well with the products able to drive critical foot traffic during critical selling seasons. (Example: Disney Electronics kiosk featuring products from Motorola and Memcorp (Memorex) at a big box retailer in an 8-foot kiosk).
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