Faculty News

Professor Michelle Greenwald is interviewed about the benefits of partnerships between brands

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Excerpt from CNBC -- "If brands find the right counterpart for a viral partnership, it can create a great synergy, according to Michelle Greenwald, marketing professor at NYU Stern. She says that it can be a funny juxtaposition and bring new audiences to both brands. Warby Parker's brand isn't one that's generally associated with comedy, so Arby's can help lighten the mood and bring comedy to the table. Greenwald says that the brands' different audiences can help bring exposure to both of them and create more widespread awareness without spending much money."

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