Brand Partnership
Let's say itout loud.
This isn't a pitch — we already know each other. It's just worth putting what matters to each of us in writing, so nothing gets assumed later. Two short lists, three priorities each, side by side.
Start the Exercise ↓Not a pitch. Just the facts, written down.
You know this room already. This is just what's actually available to put behind Crux, plainly stated, so we're both working from the same page.
PCA Best Cigar Lounge Award Winner, 2024 & 2026
A private membership lounge in Frisco, TX — the physical home for launches, tastings, and member-facing moments.
Already 1,000+ return Crux consumers deep
This isn't a cold introduction — Crux already has an established, returning customer base moving through ICC.
A humidor built on committee, not consignment
Product mix is chosen through a blind tasting / curation process — placement means something here.
The Dreamer Lounge, fully rebranded for Crux
This space gets handed over and rebuilt around Crux — and if it makes sense, the Visionary-level membership tier is open to a Crux rebrand too.
In-house content & email infrastructure
Photo, video, Klaviyo campaigns, and social channels already built and running — a partner doesn't start from zero.
Years already built between us
This formalizes something that's already real, rather than starting a relationship from scratch on paper.
What are Crux's top 3?
Not a "would be nice" list — the 3 things that, if they weren't part of this, it wouldn't really be a Crux × ICC partnership.
Our side of the list.
Marked up from the first draft — what's core to this actually working, and what's on the table but not something we'd hold the deal up over.
What this could cost ICC.
Not asks of Crux — just real costs on our side worth having in view before we commit to anything.
Reading the overlap.
Gold means Crux's top 3 already covers it — an easy yes. Red means it's real, but it needs an actual conversation before anyone signs anything.
Turn this into the actual agreement.
Once both lists are on the table, the items marked "needs discussion" become the real agenda for the next call — not a surprise six months in.