Music is lead the way in creating imaginative brand .

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What do Simon Cowell, Faithless and Warner Brothers all get in common? They are all masters at creating brand partnerships in areas where many brands fear to tread.
Faithless have been both creative and open minded in the brand partnership that they have struck up with Fiat. Their new tv and Fiats new advert have effectively become one.

As Faithless dont give a record label they have negotiated with Order to finance their new television in restitution for positively brand endorsing and cooly associating Fiat with themselves for no fee. Fiat have also bought a media campaign to encourage the new Fiat featured within the advert/video which then dovetails into a merchandising campaign for Faithless`s new single. Effectively Fiats media campaign is Faithlesss marketing campaign which will cost Faithless nothing but their positive association. Fiat would have exhausted the money anyway they are simply acquiring a much cooler creative and music association this way while Faithless are tapping into the car giant`s immense resources for their own benefit. A large sword and financial partnership all round.
Simon Cowell understands brand synergy and brand partnerships more than most people in marketing do. He has used the X Factor appeal pragmatically and without falter and has created brand partnerships with some of his X Factor stars that fit their particular target audiences. Alexandra Burke, has recently signed up for Unilever deodorant brand Sure For Women, operatic pop group Il Divo has joined with Alberto Culver shampoo brand TREsemme, while LeonaLewis has promoted clothing for US trade body Cotton Incorporated and fronted a movement for video game Final Fantasy XIII.Girls Aloud fronted a 9m promotional campaign for Nestle`s Kit Kat Senses and have featured in ads for Sunsilk shampoo and Samsung. Cowell gets the conception of commercially based partnerships like few in the earth do.
Finally Warner Brothers have their own brand partnership division such is the vast potential of this area. They have negotiated a mass between Puma and Paolo Nutini where the singers appropriately titled New Shoeswill feature in all marketing channels for Pumas new sports lifestyle range. The effort includes TV, radio, mobile and online, as good as head of sale inPumastores. This is a large brand partnership which will effectively be promoting the singer to a different audience and gaining his brand endorsement for Cougar and vice versa.