TITLE

Behind the 'Just Duet' Music

PUB. DATE
February 2007
SOURCE
Brandweek;2/26/2007, Vol. 48 Issue 9, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents ways marketeers can have successful co-branding initiatives for consumer products. The article points out that when co-branding marketeers should want one collaborator that produces a combined effect that is greater than the sum of its parts. The article suggests that when choosing a partner one should make sure that the visual execution harmonizes the two entities. The article states that the merger of the brands need to be believable, in order for consumers to support it.
ACCESSION #
24193077

 

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