Solving Real Problems
Comcast, the largest U.S. cable service provider, is battling with video streaming service Netflix. Regardless of the competitive battle or what we think about it, they showed some creative bravery. Comcast has pursued some forward thinking and made a brilliant long-term partnership with Khan Academy to bring free eduction content to those who need it most or can barely afford it. They are offering a reduced price, at $9.95 (normally they charge you over $40) Internet Essentials including access to Khan Academy.
This is incredible strategy in motion to address the global issue of education accessibility. First, this responds to a real customer need. Both brands ( Khan Academy and Comcast) help families to understand the importance of getting connected. If you have doubts about this, read the latest research published by the US Government. Second, the offering expands both of the brand’s markets. Lastly, Comcast will invest millions in helping and promoting Khan Academy. It seems like one of the first brands to take this capital investment approach to partnerships. Comcast understands that you need to be more obsessed by outcome that can be created, rather than the output that is made.
I truly believe we need to make sure that these kind of a brand partnerships are a part of every brand development agenda and of every ad agencies solving problem approach. Through cooperative efforts, brand partnerships can find solutions that address and dissolve social and economic challenges. Brands have an immense opportunity to be agents of change in political, social and economic spheres through the power of effective partnerships.