So what is co-branding?
Before we look at our 5 favourite successful collaborations let’s do quick run down on what co-branding is.
Co-branding and creative collaborations are strategic and superb marketing tools for all types of brands. When brands come together for a product the target customers for these brands grow in numbers. It is a fantastic way for brands to break into new markets and gain traction. It is a collaborative effort and both parties benefit equally from this opportunity.
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However brand collaborations can often prove to be very challenging. You both have to exchange creative assets and there are double the amount of stakeholders involved in the reviewing process. Achieving this can become difficult and stressful. To avoid this hassle and to ensure stakeholders and reviews from both companies are on the same page, you need Re4m.
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We wanted to share with you 5 of our favourite co-branding campaigns:
Kanye West & Adidas
Unless you’ve been living under a rock for the past decade, I’m sure you don’t need me to explain who Kanye West is. His collaboration with Adidas resulted in a high end footwear line called ‘Yeezy’. This combination of Kanye’s own personal brand and Adidas’s continuing growth in the streetwear segment has made for a prosperous line since it was introduced back in 2007.
Kanye’s huge appeal as a celeb has in turn creating a massive buzz around its apparel and the althletic wear brand allows Kanye to build his high end clothing line. A huge draw to the Yeezy line is its exclusivity. Kanye’s celebrity status, high end price tag and limited edition runs make people who own them feel a little famous by association.
Adidas’ relationship with Kanye and the cult led Yeezy following led for a stellar year for the company, in 2019 it’s net income climbed 19.5% to $1.9 billion.
Nike & Apple
Nike and technology giant Apple first began their collaboration in the early 2000s when the first ipods were released. It all began as a way to bring music from Apple to Nike customers’ workouts using the power of their technology: Nike and ipod created fitness trackers and trainers that tracked activity while connecting people to their music.
Since then this partnership has evolved to what we now know as Nike + which uses activity tracking technology built into clothing, shoes, watches and even basketballs to measure things like distance, time and heart-rate.
It’s a co-branding move that benefits both companies to provide a better experience for their customers and with the popularity of fitness tracking soaring, Nike + is ahead of the curve by making it super easy for athletes to track while they play.
Amazon & American Express
Amazon was looking to improve the way small businesses sell on their platform so they partnered with American Express on a co-branded credit card. This card helps users buy goods and services but also provides an enhanced data insight on their purchasing activity. Both companies share a commitment to help small businesses grow and combining their efforts they can enhance performance while building a brand trust.
BMW and Louis Vuitton
German car maker BMW and designer Louis Vuitton may not be the most obvious of companies to partner together, but if you think about it they have a numbers of things in common. They both value luxury , they’re both well known traditional brands that are famous for high quality craftsmanship and let’s not forget Louis Vuitton’s iconic luggage lines, so both are in the business of travel.
These shared values are exactly why this co-branding campaign makes so much sense. In their partnership which began in 2014 BMW created a car model called the BMW i8, while Louis Vuitton designed an exclusive four piece set of suitcases and bags that fit perfectly into the cars rear parcel shelf.
Starbucks & Spotify
Starbucks, always at the forefront of digital innovation partnered with music streaming service Spotify. The joint venture will link customers to exclusive content.
The chain’s loyalty members will receive access to Starbucks music on Spotify and have input on in-store playlists, among other benefits. The collaboration will launch company-owned stores in the States, followed by Canada and the UK.
In addition, Starbucks’ employees will receive a Spotify Premium subscription.
Currently, the chain has about 10 million loyalty members, while Spotify boasts about 60 million users globally.
“For over forty years, music has played a vital role in Starbucks Third Place experience – inspiring our partners and customers in unexpected ways that have helped to shape the global pop culture. And we are delighted and honored to bring Spotify directly to our customers,” said Howard Schultz, Chairman and CEO of Starbucks, in a release issued yesterday.
“We‘re really making the barista the D.J. here,” added Spotify Boss Daniel Ek, although customers will also be able to suggest songs for the playlist.
