26 February 21
The definition of brand collaboration is a strategy created by two or more brands to produce a product, service, or campaign with the purpose of achieving a competitive result at the marketplace. For brand collaboration to be successful, brands have to team up with the right partners. When brands have the same values, target customers, and goals, it is possible to conduct a collaboration.
Nike and Apple did brand collaboration from the early 2000s. The brands targeted fitness and sport enthusiasts. Both brands built a strategic partnership and created “Apple Watch Nike+” for their customers to have a running partner in the form of a watch with fitness features, such as a heart-rate tracker and running history. According to Jeff Williams, Apple’s COO, the goal is to create the best smartwatch for runners and athletes.
Another successful brand collaboration was conducted by UNICEF and Target in 2015. A campaign named “Kid Power” was the result of the partnership. The common goal both brands shared was fulfilling one of UNICEF’s sustainable development goals, “Zero Hunger”. Its purpose is to help malnourished children around the world. Target sold fitness products for kids at an inexpensive price. The profits went to help communities in needs and the campaign raised the awareness of global malnutrition.
As a branding agency, Milestone is aware of the power of brand collaboration. Consistent collaboration campaigns would help brands in gaining new markets. Brands have their own loyal buyers. By doing collaboration, customers of both brands are united with the same intentions, which later will result in higher sales and profits.