Thursday, December 27, 2012

Christie and Obama: A co-branding success story

Fast Company Magazine calls NJ Gov. Chris Christie one of 2012's most successful branding stories.

Many conservatives lost their mind when New Jersey Governor Chris Christie was shown giving some love to President Obama a week before the Presidential election, but actually, Christie was giving himself a co-branding advantage.

Co-branding is when two unlikely brands combine forces (think of James Bond and Heineken teaming up in Skyfall) to broaden their bases and gain more exposure. In Christie's case, his bipartisan effort with Obama after Hurricane Sandy sparked a 19-point rise in his approval rating, bringing it to record-breaking heights.