Synergy

SynergyHasan Ali

What is synergy?

“The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects”

Origin: mid 19th century: from Greek sunergos 'working together', from sun- 'together' + ergon 'work'.

My own definition

Synergy is when multiple methods are used to combine certain products together, these products are contained within the same category and methods such as branding can be used to initiate familiarity between these products.

This is an extremely popular marketing technique.

Why does it work?

Synergy works as a marketing technique because it combines entities for a target audience, this leads to the target audience wanting the combined set of entities rather than one, this technique also helps familiarize target audiences with products, for example: If a person buys an album and really enjoys it they are likely to also purchase matching albums; perhaps by the same artist etc.

How is it done?

Synergy is created through the usage of “matching”, this can subconsciously or consciously be picked up by an audience. Having a theme, matching colours, logos, font, images and matching layout allows the audience to build up recognition

A few examples:

You can see how all the products contain the same Disney logo, and golden theme