Whether or not this deal goes through is less interesting than the strategy itself. Companies are wrestling with how to create 360-degree experiences in an effort to keep up with growing consumer demand for integrated services and products that are unified under a single branded entity. It’s become all about immediate gratification, anticipating the needs of consumers and identifying synergistic relationships that enhance the overall experience with a brand. Given this context, I can imagine much stranger marriages.

On the surface, the potential union between Blockbuster and Circuit City may not appear intuitive, but when you examine the core competencies of each company – digital entertainment – you start to see the synergies and possibilities. Although clearly biased, Blockbuster’s CEO, Jim Keyes makes an interesting and accurate observation about the changing landscape and the requirement companies now have to deliver connected experiences to their customers: The magic in the Apple Store is bringing hardware, software and service all together…they make it easy for the consumer.”

Keyes reasoning underscores the direction the marketplace is moving towards – confluences, intersections and connected branded experiences that move seamlessly between rational, virtual and physical worlds. This merger may not go through, but you can expect deals like these in the future…the near future.