May 01, 2005
How to make a brand grow or become more appealing to a certain niche of consumers?
Answer: get a "contextualized partnership" with another brand and capitalize in the name, reputation and products of both.
"Co-branding" is not new, but currently the list of brands coupling seems endless: Fred Perry + Comme Des Garçons; Puma + Phillipe Starck; Adidas + Yohji Yamamoto; Motorola + Phat Farm; Mini + Puma; Adidas + Good Year; Phillips + Nivea; iPod+ BMW ...
DC Shoes and "The Spotted Pig", a gastro pub from NY (whose owners are Bono, Jay-Z and Mario Batali) seems to be the most recent co-branding partnership.
Posted by hidden persuader at 1.5.05