Let sleeping partners lie.

Position...last out

"With David Beckham recently tying up with Yahoo! to promote the 2010 World Cup, it raises the question as to how brands can ensure that their partnerships create the most value to ensure a positive impact on the brand. It goes without saying that entering a partnership is not without its risks. While you can control the investment decision and ensure an activation plan is in place to build value, there are always uncontrollable factors to consider. No system can effectively mitigate the risks associated...

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