How Do You Create a Successful Brand Collaboration in a Crowded Market?

Experts say brands should opt for functionality over buzz for long-term impact

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Even during a pandemic, 2020 has shown that brand collaborations aren’t going anywhere. Brands teaming up on campaigns or products to gain new customers can be met with fanfare—or apathy, and even straight up ridicule from consumers.

Take Cole Haan’s new partnership with Slack, in which the nearly 100-year-old footwear company debuted $120 sneakers featuring the workplace messaging app’s corporate logo and four signature colors. Cole Haan’s objective for the partnership was to reach younger consumers by presenting a shoe that nods to the app’s goals of fostering workplace creativity and productivity.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in