Comments on: How Marketers Will Collaborate in 2008: As “Frenemies”

By: Julieanne

Julieanne — Fri, 13 Nov 2009 15:50:30 +0000

frenemies in the marketplace

By: Harry Hall

Harry Hall — Fri, 11 Jan 2008 02:33:41 +0000

Well no not really – portmanteau or portmanteau word – either is acceptable. Literally means ‘wearing a cloak’.

By: Gwyneth Dwyer

Gwyneth Dwyer — Wed, 09 Jan 2008 15:18:49 +0000

Thanks for your comment, Harry. Yes, each word is a portmanteau. I purposely avoided that term, opting for the more familiar “blend.”
Actually – a bit of nit – they’re not portmanteaux words, they’re portmanteaux or portmanteaus. The word “portmanteau” includes the word “word.” ; )
I don’t think those who are commenting are discussing the provenance of the words. We are discussing examples of “frenemies” and managing “frenemies.”
Have you heard the word?

By: Harry

Harry — Wed, 09 Jan 2008 07:40:57 +0000

Guys, please – these terms are Blends or Portmanteaux words – being a mixture of two existing words. Knowledge and correct use of words is a powerful marketing tool and sets apart those who know and can use language, from those who do not and cannot be bothered.

By: Gwyneth Dwyer

Gwyneth Dwyer — Tue, 08 Jan 2008 18:36:05 +0000

@ Kelly
Thanks for the link. Your blog on business mashups http://businessmashup.blogspot.com/ is lively and informative, a great read.
You offer a very different angle on “fremenies” than the one I discuss, underscoring the reach of the word and its application across a wide range of business challenges that demand collaboration, not competition.
@AnnaMaria
Yes, I think the concept of “frenemies” can apply to clients, too. And I like your healthcare example. The term is business neutral, describing any number of firms in any industry – working together to solve a business challenge. Perhaps there’s a relationship here: The larger the business challenge, the more likely it is that “frenemies” will be working in tandem to solve it.

By: AnnaMaria Turano

AnnaMaria Turano — Mon, 07 Jan 2008 14:14:12 +0000

I think frenemies is an accurate term for client-serve agencies and firms who put “the big idea” first and the splitting of the pot second.
I envision a future where the term also applies to our clients – for example, Big Pharma competitors as well as Managed Care Organizations collaborating on a common goal (e.g., better compliance, better health outcomes) and work together as frenemies. Do you think this concept can apply to other industries as well?

By: Kelly A. Shaw

Kelly A. Shaw — Fri, 04 Jan 2008 16:33:36 +0000

The idea of co-opetition has been around for a long while now, but it has become even more important in a Web 2.0 and mashup world. (See my post on the subject: http://businessmashup.blogspot.com/2008/01/mashup-vendors-need-to-work-with-our.html) When mashers pull content from multiple sources into a unified experience, the vendors had better work together or simply be left behind.
Regards,
Kelly A. Shaw, Ph.D.
Analyst
Serena Software

By: Gwyneth Dwyer

Gwyneth Dwyer — Thu, 03 Jan 2008 15:13:01 +0000

@ Dusan
Great addition to the list. If “frenemies” can move beyond the competitive aspect of their relationship and focus on collaboration – leapfrogging off each other’s ideas – the ideas will be much more innovative. And, in the end, everyone will benefit, particularly the client.
It’s all about the democracy of ideas.

By: Dusan Vrban

Dusan Vrban — Thu, 03 Jan 2008 06:44:45 +0000

As from my experience, you need a certain type of people on both side: the “knowledge-sharing” type.
I’ve been working in several such projects and the result was much worst when we had people with “this is my knowledge, I don’t give it for free” behavior in the team. I would add this to the above “smooth away tension” list.
Nice that you didn’t choose some “www”ord. ))

By: Gwyneth Dwyer

Gwyneth Dwyer — Wed, 02 Jan 2008 19:26:36 +0000

@ Paul
Yes, indeed. And that strong project manager must also ensure that the cats you mention are not snarling and hissing at one another.
@ Richard
“Frenemies” must embrace “coopetition” to succeed.
(Aren’t these neologisms impossible to spell?)
I’ll admit it: I just learned of the term “coopetition.” A thank you to the smart readers here on the Daily Fix.