Acquired extended its business model by launching a fund that invests exclusively in its private company sponsors. The rigorous process of selecting a brand-aligned sponsor effectively serves as investment diligence, creating a powerful flywheel where business partnerships become financial ones.

Qualcomm's CMO argues that the distinction between brand and performance marketing is a false dichotomy. All marketing must perform by driving resonance that leads to action and measurable business results. The goal is to prove how brand value directly drives business value, a concept supported by data showing top brands outperform market indices.

Instead of using a sponsor's complex website copy on event materials, the team writes a simple, one-line benefit statement on items like cocktail napkins. This ensures the audience quickly understands and remembers what the sponsor actually does, making the partnership more effective than just displaying a logo.

Qualcomm's entry into the Interbrand 100 was 70% driven by turning its Snapdragon ingredient brand into a household name. This demonstrates that a B2B tech company can significantly boost its corporate brand value by investing in a consumer-facing sub-brand, even if that sub-brand's financials are not reported separately.

Content creators can increase revenue by moving along a spectrum of monetization models, from low-risk affiliates and sponsorships to higher-risk, higher-reward options like white-labeling, taking equity in partner brands, and finally, owning their own product.

Instead of focusing on technical specs, Snapdragon's marketing attaches the brand to consumer passions like sports, music, and photography. The strategy is to show how their technology enhances these experiences, making the brand more relevant and emotionally resonant than it would be by simply explaining its features and benefits.

The next evolution of partner marketing is a shift from one-to-one campaigns to an 'ecosystem-centric' model. This involves weaving together technology alliances, distributors, and service partners into a single, cohesive 'better together' narrative. This multi-partner storytelling is far more impactful and resonant for customers than siloed vendor messages.

Qualcomm's Manchester United sponsorship delivered massive brand awareness (9.5 billion impressions) even while the team was underperforming. This shows that for globally recognized sports franchises, the brand ethos and massive, passionate fanbase provide value that is largely independent of the team's current win-loss record.

Businesses shouldn't shy away from publicizing community work out of humility. Promoting a non-profit partner provides them with valuable marketing exposure they often can't afford, allowing them to dedicate more resources to their core programs. It's a powerful way to amplify their impact.