Becoming NEXTonSCENE™: Episode Summary

Title: The Value of Partnerships and Where It Can Take Your Brand
Host: Jackie Zuck, NEXTonSCENE Media, LLC
Guest: Nate Cook, Brand Partnership Architect
Release Date: June 12, 2025

1. Introduction

In this enlightening episode of Becoming NEXTonSCENE™, host Jackie Zuck welcomes Nate Cook, a seasoned expert in brand partnerships, to delve into the pivotal role partnerships and public relations (PR) play in elevating a brand’s presence and influence. The discussion is enriched with personal anecdotes, professional insights, and actionable strategies aimed at entrepreneurs, influencers, and brands aspiring to expand their reach through strategic collaborations.

2. Nate Cook’s Journey into Brand Partnerships

Nate Cook shares his early fascination with brand partnerships, tracing it back to his childhood observations of iconic commercial collaborations.
“Even when I was three years old, I was intrigued by how someone put together these brand partnerships,” Nate reflects (00:54).

This curiosity blossomed as he attended sporting events like Yankees games, where he pondered over the strategic placement of brand signage, laying the foundation for his career in brand partnerships.

3. Defining Brand Partnerships

Jackie prompts Nate to clarify what brand partnerships entail, addressing a common area of confusion among listeners.
Nate explains, “Brand partnerships involve being a liaison, putting together the story between two brands, an athlete and a brand, or an influencer and a brand,” (04:02).

He emphasizes that successful partnerships are not merely about connecting two entities but about crafting an authentic narrative that resonates with the target audience from both sides.

4. The Importance of Authenticity in Partnerships

Authenticity emerges as a critical theme. Nate highlights the necessity of genuine alignment between partnering brands to avoid perceptions of inauthenticity, which audiences can quickly detect.
“Our audience can tell within 10 seconds if a partnership is not authentic,” Nate states (06:53).

He cites the unsuccessful partnership between LeBron James and Kia, attributing its failure to the lack of alignment with LeBron’s established brand image.

5. Metrics and Project Management in Partnerships

The conversation shifts to the significance of metrics and effective project management in brand partnerships. Nate underscores that brands now demand comprehensive metrics such as Return on Investment (ROI), impressions, and engagement rates.
“Brands want to see metrics, updates, data, and ROI,” Nate notes (06:53).

He advises that successful partnerships require meticulous project management, including clear communication, deliverable tracking, and constant stakeholder engagement to ensure all parties remain satisfied and informed.

6. Navigating Conflict of Interest and Negotiation

Jackie introduces the topic of potential conflicts of interest in brand partnerships, prompting Nate to discuss strategies for managing such scenarios.
Nate suggests flexible, short-term contracts over long-term exclusivity to allow for future collaborations without restricting opportunities.
“The best strategy is to do one-off, three to six-month campaigns to test the partnership,” he advises (07:54).

Additionally, Nate highlights the importance of negotiation skills and having a supportive team to avoid undervaluing one’s worth during deals.

7. Engagement Over Follower Count

A significant portion of the discussion focuses on the shifting priorities from follower counts to engagement rates in securing brand partnerships.
“Followers are super overrated now. Brands are really looking for engagement and relatability,” Nate asserts (09:20).

He explains that brands prefer influencers who foster genuine interactions with their audience over those with large but passive followings. Nate provides an example contrasting a celebrity with a disconnected brand partnership against a relatable influencer with high engagement.

8. Successful Campaigns and Case Studies

Nate shares compelling case studies from his career, illustrating the impact of strategic brand partnerships.
One notable example is his work with the Big 12 Conference, where he orchestrated community-centric events that involved high-profile brands like Monster and Chick-fil-A, demonstrating the power of integrated brand activations.
“These activations were stressful but incredibly rewarding, proving that I could manage Fortune 500 campaigns,” Nate recounts (10:48).

9. The Synergy Between PR and Brand Partnerships

Nate articulates the intrinsic link between PR and brand partnerships, positing that effective PR is foundational to successful brand collaborations.
“PR is the mother of brand partnerships because visibility and touchpoints are what brands look for,” he explains (13:28).

He elaborates that a strong PR presence ensures that both the influencer and the partnering brand gain mutual visibility, enhancing the authenticity and reach of their collaboration.

10. Building and Scaling Brand Partnerships

Jackie and Nate explore strategies for building brand partnerships, particularly for emerging influencers and small businesses. Nate advises starting with local brands to build a portfolio of successful collaborations before approaching larger companies.
“Start with your local community brands and build your reps before targeting Fortune 500 companies,” Nate recommends (16:33).

He emphasizes the importance of having a long-term vision, maintaining professionalism, and being selective about partnerships to ensure alignment and mutual benefit.

11. Transitioning from Gifting to Paid Partnerships

The discussion touches on the transition from receiving free products or services (gifting) to charging for partnerships. Nate suggests that this transition depends on demonstrating value through tangible metrics and successful campaign outcomes.
“Show how you’re moving the needle with conversions or engagement to justify charging for partnerships,” he advises (18:29).

He highlights the necessity of proving one’s impact through data to secure paid deals with larger brands.

12. Final Insights and Advice

Nate concludes with valuable advice on maintaining professionalism and fostering strong relationships in brand partnerships.
“Be a good person, be honorable, and don’t take advantage of brands. Reliability and integrity go a long way,” Nate emphasizes (22:23).

He also underscores the importance of soft skills, such as punctuality and gratitude, in building long-lasting and fruitful partnerships.

13. Conclusion

Jackie wraps up the episode by reiterating Nate’s invaluable insights and encouraging listeners to apply these strategies in their own brand partnership endeavors. She also invites the audience to connect with Nate through his various social channels for further guidance and collaboration opportunities.

Notable Quotes

• Nate Cook (00:54):
  “Even when I was three years old, I was intrigued by how someone put together these brand partnerships.”

• Nate Cook (04:02):
  “Brand partnerships involve being a liaison, putting together the story between two brands, an athlete and a brand, or an influencer and a brand.”

• Nate Cook (06:53):
  “Our audience can tell within 10 seconds if a partnership is not authentic.”

• Nate Cook (09:20):
  “Followers are super overrated now. Brands are really looking for engagement and relatability.”

• Nate Cook (13:28):
  “PR is the mother of brand partnerships because visibility and touchpoints are what brands look for.”

• Nate Cook (16:33):
  “Start with your local community brands and build your reps before targeting Fortune 500 companies.”

• Nate Cook (22:23):
  “Be a good person, be honorable, and don’t take advantage of brands. Reliability and integrity go a long way.”

Connect with Nate Cook

• LinkedIn: Nathaniel Cook
• Instagram: @mr.urban.sportsandentertainment
• TikTok: @mr.urban.sportsentertainment

This episode serves as a comprehensive guide for anyone interested in leveraging brand partnerships to amplify their brand’s influence. Nate Cook’s expert advice underscores the importance of authenticity, strategic planning, and maintaining strong professional relationships to achieve sustainable success in the realm of brand collaborations.