Re: Co-Branding Has It Just Jumped The Shark?

On the hot subject of co-branding here’s what I shared with Steve Rivkin: “Brands Gashave the power to inspire, instigate, enlighten, enrage, entertain and edify. But if you stretch a brand too far, it can snap. So if you’re prepared to take a shortcut based on a trend instead of a principled decision, reminding yourself of your brand’s mission in the long term should help you make the right choice.”

For more on the topic go to:


Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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