There are quite a lot of definitions of brand alliances around. Some brand alliance definitions are presented in order to both distil the commonalities and highlight some differences in point of view:

Mesh-Box is a nice blog on marketing co-operations. It features news, books, and papers on current marketing research in brand alliances, co-branding, cross-marketing and the likes.

Sam's paper on Brand Alliances 2.0 is featured there since Monday. Go check it out!

For the "surprise surprise..." category.
 
IntroNiche got covered last week in Mashable by Kristen Nicole. 

Basically, it made my day since you don't get reviewed every day by one of the most popular web 2.0. blogs.

I'm also really glad Mashable hit the spot on a couple of essential points.

First of all, the IntroNiche cross-promotion will make or break on critical mass.
It's not going to come overnight but I'm confident we'll get there.
Mashable reviewing us will obviously help over time too ;-)

I stumbled across a blog post on DoshDosh today, which I liked for three reasons:

1. It covered cross-marketing, a subject close to my heart
2. It calls for making specific cross-marketing proposals - which is key when you want to make cross-marketing deals

How time runs when you're having a good time!

Here are some of the major highlights:

1. Live! Even though far from perfect, the site is finally good enough to put live. April 1. 
2. Amsterdam! IntroNiche presenting at the Next Web Conference Amsterdam.
   Good feedback, new contacts and lots of drinks. April 3 & 4.