To Boldly Go: The rise of unlikely brand partnerships - Coley Porter Bell

To Boldly Go: The rise of unlikely brand partnerships

Featured in Advertising Week

Written by: Andy Humphreys, Senior Strategist

Brand extension, and its slightly more radical sister brand stretch have been a standard marketing play for many years.  Assessment was chiefly a case of balancing opportunity with risk and understanding both ‘can we go there’ and ‘how do we go there’.

But taking brands into new spaces has moved into a whole new space with brands crossing into unforeseen or even counter intuitive categories, the rise of partnerships, collaborations and more complex unions and barely a raised eyebrow when brands pivot into completely new directions.

In this article we take a look at what’s driving these new behaviors, what benefit – and pitfalls – might be in store, what are the new considerations to be born in mind and, most importantly, what’s the impact on the brand.

Read the full article here to learn more.