Partnering for growth

This article is part of a series of articles on partnering for growth. Read more.

At a glance

Early in his career brandgym’s managing partner, Simon Gore was reassigned to the Newcastle Brown Ale brand team to sort out a brand partnership that had gone wrong. Here, he analyses the reasons behind failed brand partnerships from Lego & Shell to Tiffany & Swatch. Like a good marriage, the two partners need shared goals and honesty on both sides.

Why it matters

Yes, brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation.


There are four reasons brand partnerships fail – misaligned values, poorly defined agreements, lack of trust and poor execution.

Where to start