PPB November 2016

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BRANDABLE
Yours, Mine and Ours
Can you benefit from co-branding?
Peanut butter and jelly. Milk and cookies.
Little black dresses and bright red lipstick.
These iconic pairings are made up of two
elements whose identities are just as strong
when they stand alone; yet, history is made
when they join together.
This is what co-branding can do for
companies. Coca-Cola and OPI Nail Polish
collaborated on a line of soda-themed
nail colors, expanding their reach into
collective audiences under a shared view of
the products’ ability to deliver “happiness
in a bottle.” TOMS shoes and Element
skateboards worked together to expand
their respective philanthropies by offering
co-branded merchandise through a
special program.
Whether you’re looking to launch your
brand into new territory or stand out in a
saturated market, you might benefit from a
co-branding opportunity. Of course, you’ll
need a good partner in your co-branding
mission—but how do you find the yin to
your yang? Ask yourself and your team
these questions:
• Are there businesses operating in a
desired market, or your current market,
that offer services that appeal to your
current or prospective clients?
• Will co-branding with a business elevate
your brand’s position among their
customer base?
• Do these businesses have current
co-branding agreements with other
companies? If so, what do those
agreements look like?
• Do prospective co-branding partners
share your corporate vision, or express a
similar vision?
• Will you develop products to offer
exclusively as co-branded merchandise
or services, or will you co-brand current
offerings for a predetermined purpose or
amount of time?
| NOVEMBER 2016 | 71
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• 844-251-8544 (toll free)
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