Tell Me Who Your Partners Are...

A familiar adage states, "tell me who your friends are, and I'll tell you who you are."

People infer much about us - about our beliefs and values - by observing those with whom we associate ourselves. That's because we, as human beings, tend to be drawn to others of similar character to ourselves. And we also tend to adopt some of the characteristics of those with whom we spend the most time.

Likewise, we make inferences about an organization based on its "friends" (aka partners), just as we make inferences about an individual based on his or her friends. When Company A partners with Company B - whether as a supplier, distributor, vendor, sponsor, or other ally - we assume that Company A also supports the purpose, actions, and reputation of Company B.

Thus, just as our parents warned us to choose our friends carefully, organizations need to choose their partners carefully.

Great Wolf Resorts, Inc. makes a big deal of its corporate partners, listing them all on its website and featuring them prominently at each of its twelve indoor waterpark resort hotels. (A recent article from MediaPost's Marketing Daily describes the face time that these partners receive at each Great Wolf Lodge.)

According to its website, Great Wolf Resorts aims to "capture the atmosphere of the Northwoods" in an indoor, "weatherproof, year-round destination" where "families [can] re-connect." Each Lodge is designed to recreate - indoors - the fun of the outdoors, and the company is committed to environmental stewardship; each location is Green Seal Certified (Silver), and its Project Green Wolf works to reduce the company's carbon "pawprint" and to educate young guests in green practices.

So, if an organization's partners shape consumers' perceptions of the organization's values, what kinds of partners might make sense for a company like Great Wolf, whose brand celebrates nature, families, and outdoor fun?

• Vendors of outdoor equipment - camping gear, bikes, personal watercraft, fishing gear, and other equipment for wilderness fun would align well with Great Wolf's outdoorsy theme


• Vendors of recycled products - t-shirts made from recycled plastic, tote bags made from recycled fabric, paper made from recycled elephant poo...the possibilities are nearly endless for gear that reflects environmental responsibility (although I would draw the line at recycled food)


• Vendors of healthy snacks - natural and organic foods, trail mixes, fresh fruits and raw veggies, dried fruits, nuts - all of these and other healthy snacks complement the active lifestyles of outdoor-lovers

Some of Great Wolf's current partners mesh well with the values exhibited by the company. Others seem to be partners of convenience or opportunity - fine partners, no doubt, but with little obvious connection to the outdoorsy, active, environmentally-friendly atmosphere of Great Wolf.

If your organization is serious about presenting a unified set of values and personality to your customers, consider how your partners do (or do not) reflect those values. Choose partners whose brands harmonize well with your mission.

Tell me who your partners are, and I'll tell you who you are.