Posted on : 2022-10-23 21:35:11
Article : Good morning, Monday Management Solution for TASK 213- Collaborating brands or businesses need to have shared values or similarities to their brand image or identity; otherwise, they would risk eroding brand integrity.
As a part of making this brand collaboration article more interesting, we have given certain brand examples for readers connectivity. KFC brand is using a collaboration to reach new audiences. The fast-food chain partnered with youth-focused fashion-brand “Hype” on a capsule of apparel and accessories. For KFC, the collaboration was aimed at tapping into a younger demographic and creating a range, people could wear at festivals. The Hype x KFC bucket hat sold out within 10 minutes at the pop-up shop to celebrate the launch, saw queues of fans waiting around Carnaby Street to get their hands on the collaboration. Generating conversation and being a brand that plays a role in culture are the central aims of this partnership for KFC. Collaborating with a lifestyle brand such as Hype allowed KFC to cut through and drive fame by embedding KFC brand at the heart of culture.
Very recently, Ben & Jerry’s and chocolate brand Tony’s Chocolonely announced they were entering into “a chocolate love-a-fair” and had “fallen bar over spoons for each other”. The collaboration spans two limited-edition bars and ice-cream tubs. However, for Ben & Jerry’s the object of the partnership is not driving sales or buzz, but impact. The partnership focuses on the cocoa supply chain and sees the ice cream brand join Tony’s Chocolonely’s mission to make chocolate 100% slave free.
Ben & Jerry’s head of communications says; we looked at the chocolate industry and saw that it can be a very inequitable place for cocoa farmers. The starting point is always at values and that discussions around how the partnership would come to life in terms of marketing and communications came about after the two brands decided they were a good fit in terms of purpose. Tony’s Chocolonely views itself as “an impact company that happens to make chocolate, a vision which is very similar to how Ben & Jerry’s sees itself.
The sell-out success of the KFC x Hype and Ben & Jerry and Tony’s Chocolonely’s collaborations shows that brands should think about the synergies between themselves and prospective partners. For Ben & Jerry’s and Tony’s Chocolonely that synergy is the shared commitment to values.
Ben & Jerry’s describes its approach to everything as combining “joy and justice”, meaning its brand partnerships need to provide one or the other. The company has previously partnered with Netflix on a “Netflix and Chill’d” flavour, something tapped into the “joy” side. The ice cream brand is extremely particular about the brands it partners with.
End point- Collaborations are fun and effective strategies for businesses to increase their brand awareness and boost their reputation and image. A brand collaboration needs to be logical and strategic for the brands involved. Both brands or businesses need to have shared values or similarities to their brand image or identity; otherwise, they would risk eroding brand integrity. When considering collaboration opportunities, it is important to understand what benefit the partnership brings to your brand and ensure it aligns with your own goals and campaigns.
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