And partnerships is the meaning.

As brands seek new ways to reach their audience, they are coming up with some interesting partnerships to attain their goals. Just today, two stories in Ad Age:

One about Adidas teaming up with Berlin’s public transit system to create a shoe that also functions as a transit pass for a year. The other about Lyft partnering with a local brewery in Chicago to create a beer – that also functions as a way to hail a ride and offer a discount.

Both instances work for all partners involved and are examples of leverage. This is a word that we will hear more and more of (we should be hearing it more already…) as brands find creative solutions to the problem of market saturation and the general noise we all suffer from more traditional modes of advertising.

Leverage is literally a word for “I’ll scratch your back if you scratch mine.” Soon, we will all be back scratchers.