[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-co-branding":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",34243,{"id":24,"name":25},"author-0301142015","Canto","2020-09-04T23:14:34","2026-05-12T16:56:05","Co-branding: A complete guide to brand partnerships, benefits, and strategies","co-branding","Howdy, partner: A co-branding guide (with 5 examples)","Co-branding, if executed correctly, has tremendous success potential. Before committing to a partnership, read this simple yet detailed guide.","What is co-branding? Co-branding is a strategic partnership in which two or more brands collaborate to create a jointly marketed product, service, or campaign under both brand identities. It allows companies to combine audiences, credibility, and market reach in ways neither brand could achieve independently. Co-branding differs from co-marketing in that it produces a new […]","What is co-branding? Co-branding is a strategic partnership in which two or more brands collaborate to create a jointly marketed...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-co-branding\">What is co-branding?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Co-branding is a strategic partnership in which two or more brands collaborate to create a jointly marketed product, service, or campaign under both brand identities. It allows companies to combine audiences, credibility, and market reach in ways neither brand could achieve independently. Co-branding differs from co-marketing in that it produces a new shared offering, not just shared promotion.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa>\u003C\u002Fstrong> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--an-in-depth-breakdown-of-why-co-branding-is-valuable\">An in-depth breakdown of why co-branding is valuable\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The importance of co-branding isn’t always obvious to those involved. Here are some of the lesser-understood benefits to consider.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Has exponential advertising potential\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There’s just something about a multi-branded product that causes a stir. Maybe it’s the fact that fans of both brands get a double-excitement waiting for the release.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Or, it might be because both have their own target markets that are combine in anticipation, amplifying \u003Ca href=\"\u002Fblog\u002Fbrand-awareness\u002F\">brand awareness\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever the reason, the buzz and self-promotion of these products is phenomenal and requires minimal effort beyond product-production. Being attached to two different brands gives fans and followers a lot more to talk about (twice as much, technically).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190806\u002Fco-branding-59.jpg\" alt=\"A neon sign about brand buzz.\" class=\"wp-image-48948\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190806\u002Fco-branding-59.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190806\u002Fco-branding-59-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Many companies’ most successful ventures are co-branded, and a lot of this success came from customer word-of-mouth advertisement.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Can mask your brand weaknesses with other brand strengths\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Alone we can do so little; together we can do so much\u003C\u002Fem>.” – Helen Keller\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In a basketball game, there are both short and tall players.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The taller players usually have problems dribbling, while the shorter player has problems protecting the basket. However, since they’re on the same team, they mask each other’s weaknesses.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1800\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-49.jpg\" alt=\"A basketball team.\" class=\"wp-image-46217\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-49.jpg 1200w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-49-300x450.jpg 300w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-49-683x1024.jpg 683w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-49-768x1152.jpg 768w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-49-1024x1536.jpg 1024w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A co-branding, when done correctly, brings about the same potential. For example, if one brand is known for their musical understanding but lacks technical know-how, and another brand has technical skills, a collaboration hides the first’s tech limitations.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Eliminates a large chunk of risks involved\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One of the main reasons these relationships are favorable is they cut down on common risks brands face when releasing new products and services.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190806\u002Fco-branding-60.jpg\" alt=\"A man walking a tightrope over a steep cliff.\" class=\"wp-image-48951\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190806\u002Fco-branding-60.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190806\u002Fco-branding-60-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Here’s an example to illustrate this: Imagine there’s a group of 100 people – ½ of them are familiar with Brand A, while ½ are familiar with Brand B.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If Brand A and B unite to release a product, the familiarity these 100 have with one or the other make it easier to make a purchase.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, if ‘A’ is known to make mediocre products, but ‘B’ is known to make exceptional products, this again makes it easier for a purchase.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Allows brands to jump into new markets\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Let’s face it – some brands aren’t going to capture certain markets no matter what product they introduce. It’s just not possible due to differences in cultural values, location or ideals.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sometimes, a brand’s customer locations are vastly different from another’s, allowing for a potential target market extension when partnered.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The most common barrier between breaking into a new market is the type of customer-base within a section. However, if it’s within reason (ie, not a candy company partnering with a toothpaste company), a partnership opens up new market possibilities.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191557\u002Fco-branding-47.jpg\" alt=\"A toothbrush next to an ice cream cone.\" class=\"wp-image-46215\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191557\u002Fco-branding-47.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191557\u002Fco-branding-47-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are a lot of positives surrounding these relationships. Let’s look at some of the most successful historical examples of co-branding.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--key-examples-to-examine\">Key examples to examine\u003C\u002Fh2>\u003C\u002Fcto-card>\u003Ch3 class=\"wp-block-heading\">1. Doritos and Taco Bell\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This one is first on the list because of all the buzz it got (and still gets). As you’ll notice with all the examples I use, these brands already have something in common. In this case, the shared commonality is food products.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> If you aren’t already aware, in the 2010s, Taco Bell partnered with Doritos to create the ‘\u003Ca href=\"https:\u002F\u002Fwww.thrillist.com\u002Fnews\u002Fnation\u002Fhistory-of-taco-bell-doritos-locos-tacos\" target=\"_blank\" rel=\"noopener\">Doritos Locos Tacos\u003C\u002Fa>’. This item used all the ingredients of a normal Taco Bell taco, only it added the flavorings of a Doritos chip for the shell.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-42.jpg\" alt=\"The Doritos Locos Tacos\" class=\"wp-image-46219\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-42.jpg 480w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191556\u002Fco-branding-42-450x328.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The results:\u003C\u002Fstrong> So, how well did this partnership work out? The Doritos Locos Tacos were Taco Bell’s most successful product launch ever, with 100 million selling the first ten weeks.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Other food brands even attempted similar partnerships and eating-synergies to capture the success of the new taco.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Michael Jordan and Nike\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There are two main similarities between Jordan and Nike: athletics. Nike is committed to athletic gear, and Michael Jordan is a professional athlete.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Almost anywhere in the world it’s possible to see a pair of shoes that have the logo pictured below. This silhouetted athlete is Michael Jordan, and the shoes are called ‘Air Jordans’ or ‘Nike Air Jordans’.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"470\" height=\"329\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191555\u002Fco-branding-50.png\" alt=\"Michael Jordan holding a Nike shoe.\" class=\"wp-image-46223\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191555\u002Fco-branding-50.png 470w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191555\u002Fco-branding-50-450x315.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The results:\u003C\u002Fstrong> Both Michael Jordan and Nike \u003Ca href=\"https:\u002F\u002Fwww.businessinsider.com\u002Fnike-jordan-brand-rise-and-fall-history-2019-5\" target=\"_blank\" rel=\"noopener\">have made billions of dollars\u003C\u002Fa> from this partnership. And keep in mind that this only includes direct purchases of the Air Jordan shoes. This doesn’t consider the fact that seeing Nike now makes customers think of Jordan and vice-versa.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Bonne Bell and Tootsie Roll\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This is one of my favorite pairings in history because of the creativity and subtlety. Sure, it’s easy to pair two different foods together, or a celebrity with a product, but this took outside-the-box thinking.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Bonne Bell creates the Lip Smacker product, a flavored lip balm. Tootsie Roll creates a chocolate bar. They teamed up in the 1980s to offer \u003Ca href=\"https:\u002F\u002Fclickamericana.com\u002Ftopics\u002Fbeauty-fashion\u002Flip-smackers-bonne-bell-1973-1983\" target=\"_blank\" rel=\"noopener\">Tootsie Roll-flavored lip balm\u003C\u002Fa>. It sounds weird at first, but the sweet flavor of the Tootsie Roll isn’t a stretch from the other Lip Smacker flavors offered.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"339\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191555\u002Fco-branding-48.jpg\" alt=\"Flavored lip balm packages.\" class=\"wp-image-46225\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191555\u002Fco-branding-48.jpg 480w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191555\u002Fco-branding-48-450x318.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The results:\u003C\u002Fstrong> To this day you can find Tootsie Roll Lip Smacker on certain store shelves and online retailers. This partnership brought great exposure to both and cemented itself into vintage\u002Fretro fame.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Dairy Queen and Nestle\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Dairy Queen is widely popular for their ice cream treats, especially the Blizzard, a cup of ice cream with special flavors. Nestle is also in the sweets business, putting out candy bars such as Crunch and ice cream products like the Drumstick.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> Combining the Dairy Queen ice cream with Nestle’s Crunch bar seemed like a no-brainer, creating a \u003Ca href=\"https:\u002F\u002Fwww.popsugar.com\u002Ffood\u002Fdairy-queen-summer-blizzards-2020-47566504\" target=\"_blank\" rel=\"noopener\">Crunch Blizzard\u003C\u002Fa>. The concept was simple yet brilliant at the same time, putting chunks of the Crunch bar on top of the Blizzard ice cream.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"339\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191554\u002Fco-branding-44.jpg\" alt=\"The Drumstick Blizzard.\" class=\"wp-image-46227\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191554\u002Fco-branding-44.jpg 480w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191554\u002Fco-branding-44-450x318.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The results:\u003C\u002Fstrong> The Crunch Blizzard still exists and has even spawned further treat collaborations, such as the Drumstick Blizzard.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Apple and Mastercard\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Apple normally sells products like phones, tablets and computers. Upon first glance, Mastercard doesn’t really fit into the equation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, Apple decided they wanted to create their own credit card. Mastercard took full advantage of the opportunity to co-brand and be a part of the process.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The product:\u003C\u002Fstrong> The \u003Ca href=\"https:\u002F\u002Fwww.paymentsjournal.com\u002Fmastercard-apple-digital-approach-payments\u002F\" target=\"_blank\" rel=\"noopener\">no-number Apple Mastercard\u003C\u002Fa>. This unique payment option was one of the first ways to chang how people paid for things. The innovation and \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">brand loyalty\u003C\u002Fa> of Apple combined with the experience of Mastercard assured users this product was safe and effective.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"245\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191554\u002Fco-branding-41.jpg\" alt=\"The Apple MasterCard.\" class=\"wp-image-46229\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191554\u002Fco-branding-41.jpg 480w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191554\u002Fco-branding-41-450x230.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The results:\u003C\u002Fstrong> This concept gave iPhone users a chance to pay for items in a different way. It also increased security for these types of processes, which is a huge plus comparatively.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to learn more.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--potential-downsides-to-consider\">Potential downsides to consider\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>It is far better to be alone, than to be in bad company\u003C\u002Fem>.” – George Washington\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So far, we’ve talked about the amazing benefits that come along with partnering up. Now it’s time to point out the potential negatives.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"341\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-61.jpg\" alt=\"People staring in worry at their smartphones.\" class=\"wp-image-48953\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-61.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-61-450x256.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Remember that, even though there are some unfavorable aspects, this is true for all \u003Ca href=\"\u002Fblog\u002Fmethods-of-branding\u002F\">methods of branding\u003C\u002Fa>. I’m not listing the negatives to discourage you. Rather, this gives you a chance to prepare for and avoid any pitfalls.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Watch out for the following co-branding issues.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Company culture clash\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The resulting product or service created by a partnership isn’t the only thing to consider. Even if two brands come up with something creative and innovative, it can fall apart if their cultures don’t align.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"341\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-62.jpg\" alt=\"A picture of individual letter signs that spell 'culture'.\" class=\"wp-image-48955\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-62.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-62-450x256.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This happens when brands have opposing values, a different \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa> or don’t see eye-to-eye on certain issues. For example, if one felt strongly about the environment, but the other used plastic bottles, a co-branding would be illogical.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not only could it cause friction between the two brands working side-by-side, it may also send the wrong message to their target markets.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Their baggage becomes your baggage\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">No matter how strongly you’ve built up your brand, it doesn’t take much for it to get knocked down. A co-branding has this potential, unfortunately.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"341\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-63.jpg\" alt=\"A person overwhelmed by luggage.\" class=\"wp-image-48957\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-63.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190805\u002Fco-branding-63-450x256.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If one brand is successful and in general good standing with their target market, working with a second brand may hurt them, especially if this other party brings baggage.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever public issues the partnering brand brings to the relationship become yours. This includes things like past failed products and campaigns.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Money, money, money\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One of the most complicated aspects of an agreement is the financial issues that come with it. This requires a lot of effort, planning and causes potential future problems.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Before any partnership happens, there are usually extensive hoops to jump through, documents to draw up and financial agreements to be made. This takes time and resources.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190807\u002Fco-branding-55.jpg\" alt=\"An infographic about revenue gains from expansion.\" class=\"wp-image-48945\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190807\u002Fco-branding-55.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190807\u002Fco-branding-55-450x188.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Also, just because a relationship is in good standing at the beginning of the process, doesn’t mean it will be later on. Things can get complicated very quickly, especially if one of the brands in the agreement feels like they’re being slighted.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The above downsides are pretty scary, but if you take the necessary precautions, a co-branding has enough upside to make it worth it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now let’s move into some helpful strategies.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--beneficial-co-branding-strategies\">Beneficial co-branding strategies\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">I came up with the following strategies to give you a clear path to success when considering your own co-branding.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Remember: Similar but different\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Individually we are one drop; but together we are an ocean.\u003C\u002Fem>” – Ryunosoke Satoro\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">First and foremost: these partnerships won’t work if the two brands are too similar or too different – \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">brand differentiation\u003C\u002Fa> is still valuable here. A nationwide automobile repair brand has no business pairing with a bread brand. Apple has no business pairing with Microsoft. Gatorade shouldn’t team up with Powerade.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"300\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190804\u002Fco-branding-64.jpg\" alt=\"A pineapple wearing sunglasses and headphones.\" class=\"wp-image-48959\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190804\u002Fco-branding-64.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190804\u002Fco-branding-64-450x225.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Co-branding is only effective when done with similar yet different brands. Here’s an example to consider:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s say Nike decides they want to partner up with another brand to create excitement around their new shoeline. They team up with another athletic-performance goods giant, Adidas. This is a clear example of ‘too similar’, and sometimes leads to \u003Ca href=\"\u002Fblog\u002Fbrand-dilution\u002F\">brand dilution\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Many Nike fans wouldn’t be interested in Adidas and vice-versa. Also, the product itself would likely fail. Both thrive at making shoes. Having them each create one together is a recipe for disaster.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, imagine that Nike seeks out the brand ‘Cute Laces’ and works with them. Nike could build the shoe while \u003Ca href=\"https:\u002F\u002Fcutelaces.com\u002F\" target=\"_blank\" rel=\"noopener\">Cute Laces\u003C\u002Fa> adds a signature design to the laces. This shows why it’s so important to be similar (shoes and shoelaces) instead of the same (shoes and shoes).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"349\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191553\u002Fco-branding-46.jpg\" alt=\"Colored laces in shoes.\" class=\"wp-image-46231\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191553\u002Fco-branding-46.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191553\u002Fco-branding-46-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Ask yourself, “what would this add of value”?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">No one will be interested in buying a product simply because it has two brands they like on the label. There needs to be a reason for every co-branding, and this reason has to give value to the customer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A helpful question to ask is, how would this improve upon the current product? Make sure your answer is more extensive than a gimmick.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you’ve determined the benefits, it’s a lot easier to break down the different factors to see if the idea works in the long run.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Create a structured, clear proposal\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">This is one of the most necessary parts of the entire co-branding process, as it ensures both parties get what they want out of the agreement.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190804\u002Fco-branding-65.jpg\" alt=\"A person writing a proposal.\" class=\"wp-image-48961\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190804\u002Fco-branding-65.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190804\u002Fco-branding-65-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">You might have the most innovative, creative product in-mind, but if your proposal doesn’t relay that vision correctly, the other might decline.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Make sure that your proposal is clear and detailed. Lay everything all out on the table for your potential partner brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190807\u002Fco-branding-57.jpg\" alt=\"An infographic about co-branding proposals.\" class=\"wp-image-48943\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190807\u002Fco-branding-57.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190807\u002Fco-branding-57-450x188.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Next, let them know what you require going forward, and ask them to do the same. Finally, present a potential schedule to give them an idea of how long you plan on the partnership taking.\u003Cbr \u002F>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These strategies only work if you’ve done your research and have the necessary tools in place to succeed.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--taking-the-next-step\">Taking the next step\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Some pairings work, others do not. At the end of the day, your audience expects any brand relationships you form to work seamlessly. If you have to explain the partnership or product, chances are it’s not a good fit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider all the positives that come from a successful co-branding. If you believe your brand has a chance to capture these potential rewards, make it happen!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_co_branding\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",11,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191553\u002Fco-branding-51.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191553\u002Fco-branding-51-450x300.jpg","A block of connected people.",534,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19194645\u002Frebranding-4-450x316.jpg",28603,"rebranding","Rebranding guide: How to evaluate brand marketing strategy and execute a successful rebrand","Rebranding boosts brands by creating exciting new values while keeping up with modern realities and preventing stagnation. Learn more here.","\u002Fblog\u002Frebranding\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192837\u002Fwhat-is-a-tagline-4-450x291.jpg",39237,"what-is-a-tagline","What is a tagline? How do I create one? A complete guide","A tagline is a semi-permanent phrase or text that essentially defines a company for their entire existence. Learn more about the tagline in this guide.","\u002Fblog\u002Fwhat-is-a-tagline\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-14-450x283.jpg",47373,"brand-differentiation","Brand differentiation: 7 Ways to stand out From your competitors","Brand differentiation is a simple concept that requires creative efforts to accomplish. This guide offers the tools to make that happen.","\u002Fblog\u002Fbrand-differentiation\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789880506538]