Partnering for growth
This article is part of a series of articles on partnering for growth. Read more.
Where to start
Brand partnerships have always been part of a marketer’s armoury, albeit under a constantly evolving stream of different relationship terms: partnership, affiliation, association, affinity, alliance, sponsorship, co-promotion, co-branding, product placement, and the current favourite, collaboration. Or ‘collab’ if you’re in the fashion industry, where the word has been replaced by a simple ‘X’, as in the Gosha Rubchinskiy X Burberrycollection in 2018.
Marketers are always looking to give their brands (and careers) an edge to stand...