Brands are finding the need to partner more than ever, from co-brands like Crest+Scope, to co-locations like Starbucks inside Target stores or Dunkin’ Donuts inside gas stations, to brand sponsorships like branded NASCAR vehicles, and even movie and media integrations like Coke and American Idol. But just because brand demos or even equity attributes line up doesn’t make you the perfect mates; the brand personas can still mix like oil and water (i.e. Crisco and Aquafina). That’s why AcuPOLL developed a new technique to better understand brand archetypes.