Bend but don’t break: the keys to collaborating successfully

Rhode and Krispy Kreme, Disney and Charlotte Tilbury, Messina and Maison Balzac – some brand partnerships, on first look, don’t seem to make sense, yet commercially and culturally they work. On the other hand, there are brands that seem like they should play nicely together, such as Victoria Beckham and Reebok, that don’t combine for commercial success. But why? When collaborating with others to expand your reach and enter new categories, why is it that a doughnut and lipstick collab works

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