Devoted to online marketing, viral marketing, and web marketing

The death of Joey Bishop today reminded me of how popular "The Rat Pack" was back in the day. Members of the famous gang included Sammy Davis Jr., Dean Martin, Frank Sinatra and Peter Lawford, along with Bishop.

One thing that made them so popular was the unique way they interacted with each other. While they were all successful in their own right as individuals, "The Pack" was bigger than any one of them. Their performances at The Sands Hotel were legendary, and a unique chemistry existed between them that has been unparralelled in the entertainment industry.

I bring this up in marketing to make us think about ways we may use the example of "The Rat Pack" to market or brand.

I'm thinking specifically here of joint ventures or partnerships that maintain your unique branding identity, while also making what you're doing bigger than if it was done individually.

What was interesting in the case of "The Rat Pack," was they were still able to maintain their unique individuality and personalities, while at the same time enhancing them by being part of something bigger than themselves.

There was some type of magic in the relationships between these individuals, that instructs us to look for partnerships and deal that makes all parties better than if they were doing things alone.

All this isn't easy to do, but it's definitely worth experimenting with, and trying out among partners that seem to be a good fit. If we can even hit a portion of the chemistry with our marketing and branding partners that the Rat Pack did with themselves, there'll be a tremendous success that couldn't be achieved on our own, and yet will still enhance our individual brand at the same time.

That's the extraordinary reality that this group of unique individuals accomplished. It's worth the effort to find things similar in our own businesses and campaigns.