Small brands benefit from ad coattails

09/16/2010 | Wall Street Journal, The

Firms with small marketing budgets can get more bang for their advertising buck by buddying up with other -- frequently larger -- marketing partners. One example is a partnership between Birds Barbershop in Austin, Texas, and Lone Star Beer. The barbershop, whose four outlets serve the brew to customers, pooled resources with Lone Star for a print campaign.

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