The power of a recognizable brand should not be underestimated in any marketing campaign. I often use a “borrow-to-build” strategy with my own clients. If the client’s brand is not so recognizable, why not use one that is?

For example, one of my clients has a very strong partnership with IBM. We have found that press releases that include references to IBM have a much larger pickup rate than some of the other releases distributed on behalf of the client.

Another example of an extremely powerful brand is Donald Trump. His T.V. show “The Apprentice” has become a marketing forum for the nation’s biggest vendors. In the past few weeks, we have seen the likes of Star Wars and Dick’s Sporting Goods “borrow” the Trump brand to build their own brand visibility.

Martha Stewart must be disappointed that The Apprentice has not had the same effect on her brand……

I hear that “the Donald” now plans to launch “Trump Vodka” in the hope of making the T&T (Trump & Tonic) New York’s most fashionable cocktail.