Partnering for growth
This article is part of a series of articles on partnering for growth. Read more.
From pharmaceuticals to transport, across luxury labels and mass market, brands are coming together across categories to co-create content and develop new products. The ability of brand partnerships to inject buzz and spike product demand has become a regular component of marketing strategy as marketers work to sustain consistent levels of awareness in the minds of consumers. New gets old very quickly in Asia where the lifecycle of new products is substantially more intense and category incumbents are being overthrown...