“For a small or mid-sized brand, the value of partnering with a larger entity should be judged by what remains after the partnership ends, not simply by the exposure it generates while it lasts. A larger partner can provide access to a bigger audience, but that access has little long-term value if the smaller brand cannot convert some of that audience into customers of its own. The two audiences should have enough in common to create natural customer crossover without placing the brands in direct competition with one another. When there is no identifiable segment of a prospective brand partner’s audience to whom the smaller brand can provide meaningful long-term value, the short-term visibility generated by the partnership may not justify pursuing it.”