2. 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'.
3. 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.
4. 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.
5. 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
6. A few examples:
You can see how all the products contain the same
Disney logo, and golden theme
