Why Are Collabs So Attractive and Valuable to Enhancing a Brand?
Co-branding is an excellent way to embody strategic marketing and advertising moves in every business area. Brand collaborations are not new, from Nike Air Force 1 x Tiffany & Co. sneakers to GoPro x Red Bull partnership and others.
Teaming up with another brand can be a great way to get more exposure and grow your business. Co-branding and brand collaborations can help you reach new audiences, add more value to your products or services, and build a stronger brand overall.
Various options exist to measure your brand value and potential, including Brand Finance, Interbrand, and the BrandValuer app, which can be accessed from anywhere on a smartphone.
Many brands have successfully implemented this approach in the past. However, in this article, we will focus on the most unexpected brand collaborations that have the potential to drive growth for both parties involved.
The perks of thinking outside the box
In the sea of endless campaigns, cutting through the noise requires an exceptionally creative idea. Thinking outside the box and unexpectedly pleasing consumers can boost your brand awareness and loyalty hugely, and it can help you draw your customers into your product and service. Steve Jobs once said: “What is Apple, after all? Apple is about people who think ‘outside the box,’ people who want to use computers to help them change the world, to help them create things that make a difference, and not just to get a job done.”
In recent years, there has been a significant discussion about younger generations and their fluctuating brand loyalty. Studies have revealed that Gen Z generally shows less “loyalty” to brands than Millennials and Gen Xers. So, to keep them returning, brands are working on unexpected collaborations to make strides toward success.
Co-branding companies need not be similar but should be open to creativity. The more unconventional the pairing, the higher the likelihood of attracting attention from the media and gaining fame. Creative ideas are essential, but strategy is still crucial in branding partnerships to avoid any missteps.
What can make your brand collaboration work?
Authenticity&Values
Staying true to your mission and values can help you be authentic — this relates to both companies involved. Even though you’re working with a different type of business, you don’t have to change your brand’s core value. Your team’s diligent efforts to establish your brand are commendable. It’s imperative to safeguard it by ensuring authenticity is always maintained.
Keeping up with trending partnerships
In other words, ‘staying young’ we would say (it’s not about your age, but about your willingness to stay open and agile with trends), — people are always eager for something new and different, especially the younger generations. It’s important to keep up with the latest trends and stay ahead of the competition. By regularly researching successful brand collaborations and those that have failed, you can learn a lot and prepare your company for future collaborative partnerships. Behold our selection of the finest and most unexpected brand collaborations that can bring inspiration to businesses.
Our Top 5 Surprising Partnerships For Inspiration
1. Rihanna’s Fenty Beauty Brand X Brooklyn-based art collective MSCHF. This hot collaboration launched a limited edition back in 2022 of the crossover called “Ketchup or Makeup?” because you really needed to find out what it was. You had the chance to receive a box of six squeezable packets that contain either Fenty’s Gloss Bomb Lip Luminizer or actual ketchup. Until you tear one of them open, you won’t know what you’ve got — a lightly shimmering lip gloss or a mouthful of smashed tomatoes.
2. Louis Vuitton X Supreme. This collaboration was a game-changer in the fashion industry, challenging traditional norms and proving that collaborations between opposing brands could be successful.
3. Eggo X HomeToGo. Two brands have opened their doors to the Eggo House of Pancakes, a rental cabin shaped like a stack of pancakes. The cabin was designed to celebrate National Pancake Day and spring break vacations in March. It’s a sugary, sweet way to enjoy a holiday.
4. Supreme X Oreo. The Manhattan-based famous streetwear brand is known for its limited edition drops and collaboration openness. Back in 2020, Supreme collaborated with the highly beloved Oreo, dropping their Supreme x Oreo packages, which include three sandwich cookies.
5. Pokémon X Van Gogh Museum. Surprisingly, Van Gogh and Pikachu met to celebrate the Van Gogh Museum’s 50th anniversary. On September 27th, 2023, the museum hosted an official launch event for a Pokémon exhibit. From September 28th, 2023, to January 7th, 2024, the exhibit offered a variety of Pokémon-themed activities for children to enjoy.
Collaborating with unexpected partners can be a great way to foster innovation within businesses. It encourages creativity and experimentation by stepping outside one’s comfort zone and exploring new avenues. By doing so, businesses can discover fresh perspectives and unlock hidden potential that they may not have been aware of before.
In addition to the previous point, considering surprising co-branding opportunities could greatly enhance the value of any brand. That’s where BrandValuer, an outstanding mobile app, comes into play, offering to unlock your brand’s potential. With BrandValuer, you can confidently assess your brand’s value on both iOS and Android platforms. Why not start your transformative journey with a complimentary trial? It’s completely free, allowing you to experience the possibilities firsthand. Take advantage of this opportunity to elevate your brand.
