Partnerships Between Unlikely Brands

In ClickZ.  Becoming more common.  Makes the case that the future is creating opportunities for new connections.  " ... So what's fueling these partnerships? Empowered consumers with the knowledge of the world in their pockets who can force organizations to operate in an ever-more transparent fashion, and expect immediate responsiveness. Customers are expecting seamless experiences. And these expectations of seamless experiences go beyond the boundaries of a business' purview. We see the need for organizations to partner to create engagement ecosystems with companies that may provide a service that somehow relates - and sometimes doesn't - to their own customer value proposition. ... "