Three keys to a successful brand collaboration

Urey Onuoha

This article provides three tips for successful brand collaboration which helps find new and unexpected ways to please customers.

What do an automaker and a toy brand have in common? Or a ride-sharing service with a beer brand? The answers might not seem obvious at first, but when brands like these collaborate, sometimes for a good cause, the synergy can often lead to effective consumer engagement. From Chevrolet working with LEGO to Lyft teaming up with Budweiser, brands that collaborate are finding new and unexpected ways to delight their customers.

Potential partnerships can exist anywhere and collaborations are a great way for brands to break through the clutter and connect with consumers, explains Joseph Jaffe, founder and CEO of...

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