There are certain things in life that just go together.
Espresso and cream. Peanut butter and jelly. Hearts plus flowers.
Okay, so we’re getting a little corny with the examples. But they do verify one thing: sometimes, two are usually better than one.
With this in mind, co-branding can be a effective way to create a tie between two businesses that are great on their own, but excellent together.
In this information, we’ll discuss the power of the strategy and why you might consider it for your digital branding plan.
We’ll furthermore share with you a few of our favorite instances when major companies paired plan another brand for magnificent results.
Ready to learn more? Let us get started.
What is Co-Branding?
Co-branding is when two or more brands come together to create a shared marketing campaign.
In some instances, this can also mean introducing a limited edition product that will ties the companies together in some manner.
There are tons of ways that this has played out over the years.
Some create loads of sense, like GoPro and Red Bull partnering up to produce video content.
Others seem to come out of thin air and don’t seem to possess a link between each other. For instance , optical brand Warby Parker and fast-food chain Arby’s.
In some instances, co-branding is simply when a celebrity with a huge brand platform links their market with loyal buyers of a product, such as what Kylie Jenner did with Pepsi.
There are numerous benefits to co-branding with another company.
For starters, similar audiences with a common underlying aspect can come together to support both brands in a combined manner.
This often leads to better trust from their target audience , increased overall acknowledgement, and sometimes enough buzz to really create upward energy for sales.
Depending on the strategy or the item, it might end up being a long-term partnership that may later work in favor associated with both companies.
The end result is usually cooperation that leverages the brand attention , market demographics, plus trust level of two companies into one while simultaneously pooling resources.
How Do You Know In case a Co-Branding Partnership Was Profitable?
Generally, a co-branding collaboration is measured by just how well the item or advertising campaign was received.
- Do your target market enjoy the product or experience?
- Or were the 2 brands so far apart how the whole idea didn’t make sense to consumers?
However , sales alone are not always the goal with regards to co-branding.
Sometimes, businesses merely want to create recognition, which is only measurable simply by metrics like website visits, opinion polls, and other data-centric tools.
Nonetheless, the ultimate check of a successful co-branding strategy is almost like that of a profitable marriage — if each are happy, then you are aware of it was good.
Best Co-Branding Examples
There have got certainly been numerous instances where co-branding worked out well for both companies.
Actually some are so highly memorable that you’ve probably tried the product yourself or at least remember when the campaign first started.
Here are a few of our favorite co-branding examples to inspire your business.
There probably isn’t a single woman who were raised in the United States in the 70s, 1980s, or 90s that doesn’t remember Bonne Belle’s Doctor Pepper Lipsmackers lip balm.
What originally began as a co-branding campaign in 1975 is still going solid today.
The particular cosmetics company approached the particular soft drink manufacturer to create a line of lip balms.
The end result? A true hit with those of everyone.
In fact , the product continues to be available today and they’ve actually added other flavors, like A& W Root Ale, Cherry 7UP, and Fruit Crush.
The Harley Davidson line of Ford Trucks had been produced from 2000 to last year to much acclaim.
However , there’s a distinct cause why this pairing produced tons of sense.
Each brands have a key male demographic who are over the age of forty and have a substantial income level. Meaning, they could afford both the brand new vehicle and the motorcycle in order to haul around.
In addition , Harley Davidson and Ford are both big names with decades of trust in the automotive world.
By bringing loyalists from both camps together, the brands could enjoy a successful co-branding encounter.
The luxe furniture brand name and high-end paint business first formed their relationship in 2013.
This was one that really worked for all those in the marketing sphere but still remains fairly successful these days.
The secret to this co-branding?
People who buy furniture from Art Barn and sister manufacturers like West Elm understand the importance of beautiful home furnishings.
In turn, they also have the desire to make their space look attractive , which usually requires quality wall paint provided by Sherwin-Williams.
The co-branding effort includes using unique Sherwin-Williams paints in the history of Pottery Barn catalogues and store displays.
Likewise, the pain retailer keeps kiosks in stores with exclusive hues marked as part of the Pottery Barn collection.
In 2013, rapper and entertainer Kanye West inked a cope with sports brand Adidas to produce a line of footwear.
The result was obviously a billion-dollar business that continues to thrive under the co-brand, Yeezy.
Part of West’s agreement is that he retains the particular rights to all designs plus marketing , while Adidas handles the manufacturing and distribution.
The unique part about this co-branding example is that many people don’t even realize it is a partnership. Rather, these people think the celebrity simply started his own shoe series.
Which is a good point to think about. Most celebrity endorsements or even product lines are merely glorified co-branding wrapped up in a neat package to best relate with the stronger target consumer base.
Have you ever been sitting inside your local Starbucks location plus heard a song you really loved in the background?
You can thank Spotify for the encounter.
The two companies joined up with forces in 2015 in order to stream music in each of the thousands of company-owned stores throughout the United States.
Consequently, Spotify keeps a special playlist to allow premium users to listen to their favorite coffeehouse tunes after their last sip associated with java.
The end result is that each brands are able to provide enjoyment to a like-minded consumer base, while also supporting independent artists and musicians.
six. Taco Bell + Doritos
Exactly what initially started out as a major gimmick ended up becoming a fan favorite.
The Doritos Locos Taco was launched on the Mexican fast-food chain this year.
Essentially, it is a taco supreme with a special shell made out of the crispy orange potato chips everyone loves.
The end result was obviously a huge hit and the specialty item is still on the menu today. In fact , the brands even launched a Cool Ranch version, too.
But Taco Bell is also no stranger to the co-branding experience. They’ve had other highly successful campaigns along with companies like Mountain Dew, Playstation, and more.
In some cases, co-branding is more for logistics than real sales increases.
A couple of years ago, Amazon added return centers to all Kohl’ t department store locations within the United states of america.
This allowed consumers to make in-person returns without having to package plus ship the items back to the online retailer.
From a logistics perspective, this works well for Amazon, as they only have to send a local shipping driver to one location to get items versus paying for a third-party shipping company.
In exchange, Kohl’s gets shoppers who have walk through the door and might see that must-have item on their way to the back from the store to make an Amazon return.
Wrap Up: Using Co-Branding to Grow Your Business
Joining up with another company to produce a co-branding campaign is an excellent technique to build much better awareness, increase buzz, and combine resources.
The 7 examples we’ve provided are all ways where corporations make this process work, but that doesn’t mean you have to be a huge retailer to try out co-branding.
The Brand Bundle Kit makes it easy to strategize your company’s campaigns, such as the co-branding process. Make sure to verify it!
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