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

Dating app Hinge teamed up with Headspace to launch custom meditations designed to calm pre-date nerves and self-doubt. Hinge and Headspace

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.

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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.