Brand collaboration is a strategic partnership between two or more brands aimed at creating something unique together while mutually benefiting from the association. These collaborations can take various forms, such as commissioning artists to add value to products or merely cross-pollinating each other's worlds to grow awareness around a product or service. From a marketing perspective, brand collaboration offers numerous opportunities for brands to enhance their visibility, reputation, and appeal.
Let’s take a closer look at this and how it can help your business or project / product.
In today's dynamic marketplace, brand collaboration has emerged as a powerful strategy for companies seeking to amplify their marketing efforts and unlock new avenues for growth. Here’s just a few ways it can propel businesses to new heights of success in the competitive landscape.
Audience Extension
By collaborating with complementary brands, companies can extend their reach to new audiences through cross-promotion and tapping into different subcultures.
Exclusivity
Collaborative products and services often carry a sense of exclusivity, driving up demand among consumers who seek unique and innovative offerings.
Reputation Strengthening
Associating with artists, or innovative ventures can enhance a brand's reputation by demonstrating its commitment to supporting creativity, good causes, or cutting-edge developments.
Media Exposure
Collaborative ventures are more likely to generate hype and garner media attention, providing brands with valuable exposure and increasing visibility.
Sales Revival
Collaborating with the right partner can breathe new life into a brand's offerings, revitalising sales and capturing the attention of consumers.
Memorability
Brand collaborations create memorable experiences by forging unique associations with visuals, sounds, or tastes, making products stand out in consumers' minds.
Positioning
Partnering with other reputable brands elevates a company's positioning, reinforcing its status as a leader in its industry and aligning it with like-minded partners.
In the Adidas x Parley Pop-Up Store at the Australian Open 2019, BEASTMAN (28.2k insta-followers) contributed mural artwork incorporating Adidas (342k insta-followers) and Parley (266k insta-followers) logos onto the store front, creating a visually striking collaboration that resonated with consumers – whilst raising important awareness about ocean conservation, inspiring action to protect our planet's vital marine ecosystems.
Through yardage illustrations, BRENTOS collaborated with Peter Alexander to infuse intrinsically Australian artistic elements into their products, adding a touch of creativity and cuteness to the brand's PJs. These beautiful, unique illustrations shine a light on how cool Aussie wildlife and the natural world is.
M-LON partnered with 7th Day Brewery to create eight limited edition cases of craft beer, these bad boys sold like HOT CAKE. The cans were so damn popular, 7th Day have released these great designs as part of their merch range.
In conclusion, brand collaboration is a powerful marketing strategy that enables brands to leverage each other's strengths, expand their reach, and create memorable experiences for consumers. By embracing collaboration, brands can unlock new opportunities for innovation, differentiation, and growth in an increasingly competitive marketplace.
