co branding article

With sufficient effort, and thinking put into this assignment, it will accomplish the following:

• You will perform an investigation of expertise as a brand attribute and actualize the process with resulting brand-building communication
• You will apply the concept of co-branding to your professional brand in a digital  
• You will practice professional communication, the skill of synthesizing, and subtle sales
• You will connect with industry experts in a manner that builds their brands and build your  brand in even a stronger

Students will write an expertise article that compiles short paragraphs from two industry “experts” on the pre-approved topic. Students will solicit the paragraphs from the experts, add an informative introduction paragraph, and add two to four concluding paragraphs that synthesize the expert opinions of the two contributors. The assignment serves multiple purposes: (a) an investigation of expertise as a brand attribute; (b) an application of cobranding for professional brands; (c) the opportunity to connect with industry experts in a manner that builds their brands and builds the student’s brand in a digital environment.

Objectives, and Strategies

Consider several marketing-related areas of expertise (hopefully, related to digital, branding, and/or analytics) that you would like to showcase or develop. Write down at least two or three ideas and then pick the best one and submit the topic for review.

1. Via LinkedIn, websites, acquaintances, etc., reach out to individuals and ask them for their opinion on the focal topic. Ask if they could each write a short paragraph (two to four sentences) about the topic that you could quote in a LinkedIn (or LinkedIn-style) article you are writing. The two people must consist of the following:
   1. One person should be the highest-level person you can find. Be bold and go for the very top (CEO, CMO, your favorite speaker, etc.). If your number one choice doesn’t work, try for number two. If you’ve tried several and failed to acquire them, you can see below in (b).
   2. The other can be anyone with some level of perceived expertise in the (This can be previous professors, co-workers, current classmates with knowledge in the area, etc.)

• NOTE: You will list the expertise snippets in whichever order you feel is appropriate for your article, NOT necessarily in the order above or the order received. See who they are and what they have written for you and make your decision
• IMPORTANT: Be careful in writing their names (spell them correctly!!!) and be conscious of what you write as their “title.” Your article looks better if they look If your social media expert contributor, Paula Garcia, lists her job title as “social media coordinator,” perhaps you should list her credentials or ”tagline” instead as Paula Garcia, Social Media Marketer (or Paula Garcia, Social Media and Digital Marketing). In other words, try not to use their non-exciting job titles (unless they have extremely exciting job titles); use their LinkedIn headline as a guide.
• ALSO: A nice touch is to include their LinkedIn headshots in your article as well as hyperlink their names to their LinkedIn

1. Write your article by piecing together the 2 bits of expertise, as well as an introduction that says something along the lines of “I asked two experts in the field their thoughts on [insert topic here] and here’s what they said.” (Something like this, but not necessarily )
2. Write a concluding two or three paragraphs that summarizes and synthesizes. This is your chance to show your wisdom and knowledge and how you can be the person who ties everything together for your Add something new if you feel it’s appropriate. Remember, YOU are an expert in this area as well. Your conclusion can include a story from industry, an experience you had, your thoughts on how several of the ideas tie together even if at first, they seem opposed, etc.
3. Provide the following at the bottom if not included within the article.
   1. The names of your contributors,
   2. Their LinkedIn URLs,
   3. Your LinkedIn URL
   4. The article you wrote,
   5. If you posted it on LinkedIn, provide the URL. (This is not required. You can post after the assignment is graded with feedback if you wish. It is encouraged to build your brand, however not required.)

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