Focused and well-respected brands are cashing in by enriching each other's brands, bringing to the party their particular core competence or signature ingredients. Think Heineken and Krups, or Chanel and Ducasse.
From TrendWatching
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1 comment:
I was struck by article for a different reason, namely the hyper-competitiveness in the market, and the dwindling power of brands to spurn continual growth on their own. It seems very odd/interesting to me that iPod needs Mercedes or VW to market itself, and vice versa. The power of these “lovemarks” or emotional brands seems to be waning, at least in terms of delivering the growth/revenues their shareholders want.
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