Brand partnerships are sometimes presented as “marriages” between two brands. We laugh at them, roll our eyes, and wonder how anyone could think the strategy would work. Co-branding involves a fusion of brands, however temporarily and to whatever degree. Public outcry from concerned citizens and parents was swift, and in 2011 the Shell–LEGO partnership came to an end. Brands seem to have every incentive to partner up. This particular case shows the dangers of co-branding without mitigating brand risks. Remember: before you launch a promotion, make sure you can keep up with demand. But one of the best ways to combat it is to look regularly at history’s biggest branding failures and see if you’re repeating a similar mistake. As an old brand, RadioShack can’t seem to revitalize themselves to succeed in the midst of sellers like Best Buy, Apple, Amazon, Verizon, and so many others. Questions start popping up in my mind. This was a campaign that helped launch the singer’s solo career, and the ad also gave the brand the attention it needed … Starbucks might not have gotten any flack had they given EMT workers free water, or maybe picking any other word besides collapse would have sufficed. In Some cases, the brand extension products may not generate new revenue but eat into the parent brand’s market share itself. Microsoft has always been known for its bad logo design. Any form of marketing, advertising, and … 2. There’s good marketing, there’s bad marketing, and then there are just outright WTF marketing moments. Sometimes, brands can push things a little too far. The concept of a premium handheld device wasn’t on anyone’s mind and made it an incredibly tough sell. Except for the possibility that things will go terribly wrong. Apple can release almost any type of electronics product, and people will buy it just because it’s Apple. There are several reasons why some companies would want to pursue co-branding. In 1992, Hoover vacuums in Europe had a problem: too many vacuum cleaners. If you’re going to launch a campaign, be sure you understand how many people are interested in the promotion—and make sure you can meet the demand. Just do it vs. Just don’t. You feel like an idiot when it doesn’t happen, but it seems to make total sense at the time. Devices like the iPod, iPhone, iPad, and Apple Watch have changed personal digital devices forever. “This is an example of a partnership that aligns two brands who speak to the same audience,” explains Page. What's your yearly revenue? Apple announced a product that the market just wasn’t ready for. One popular move is to enter into a partnership with another brand. Like the Shell and LEGO partnership, the pairing of tech titan Apple with rock band U2 had originally left both sides happy. She says that the collaboration resulted “in a greatly enhanced user experience for their content-saturated, hyper-connected millennial audiences, and rings true for both sides of the partnership.”, “It’s about enjoying the ride” says Trepanier, pointing out that it also encouraged Spotify customers to upgrade their account to the Premium service—“so both brands win.”, And when both brands win, you can be sure that other companies will look at that happy brand couple on a customer-sharing, image-boosting adventure and say, “I want to go to there.”. The solution? But the partnership was by all accounts a success. Here they are with billions of dollars, hundreds or thousands of people to work on a single campaign, and supposedly some of the brightest minds in the business community giving them advice. Fit, says Trepanier: “ Unfortunately Neiman Marcus and Target is no to. Product if it carried only the Sony brand enormous amounts of effort and money down road. 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