Brand You

Chapter 22

Co-branding

Co-branding is when two or more brands join forces to bring a product or service to market. If their strengths complement each other, the end result will be far more powerful than anything they could have achieved on their own. They are sometimes described as brand buddies.

One example is the highly successful Nike+. These runners’ shoes tell them via their iPod about their pace, the distance covered and the number of calories burned. The iPod also provides downloads of suitable running songs.

Co-branding can involve personal brands, too. Here are some examples:

• David Beckham joining Real Madrid, as described in the last chapter.
• Daniel Barenboim conducting any major orchestra.
• Oprah Winfrey interviewing other celebrities. ...