New Vertical Relationships2. Type of relationship Customer expectations Main brand guideline new vertical relationships « influence the influencers » engagement brand-2-customers-2-customers vertical relationships « satisfycustomers » recognition brand-2-customers customers-2-brand horizontalrelationships « allowusers to discussfreely » involvement customers-2-customers © 2009 Arnaud Huet 2 3. Whilerelationshipsbetweencustomers and brands evolve. brands does not necessarilyset-up new verticalrelationship. It depends on the level of overlapof theirtargetswithinfluencers Collaborative discussions “Influencers” and target overlap High Empowered marketing New vertical relationship LEAD New vertical relationship INFLUENCE ANSWER ANALYZE Vertical marketing LISTEN Low © 2009 Arnaud Huet 3 4. In order to develop new verticvalrelationships, Brand Marketing aimatinfluencing influencers by creatingpartnershipswithsome of them. Brand Marketing Partnerships Vertical Communication, Entertainment, Brand Content… Direct influence Information, Opinion, Advice… Indirect influence Influencer Non-influencer © 2009 Arnaud Huet 4