It’s not uncommon for high-end fashion brands to engage in the occasional mass market play. And yet when Target partnered with luxury department store Neiman Marcus in 2012, the results were disastrous. It was a ‘high-low’ play that went a little too low. For Lego, resorting to trying to explain that the two brands are separate looks to be a potentially costly brand defense. It seems the best laid plans of mice and Apple executives often go awry. In Mexico, both Safeguard (the soap) and Henkel tried to rename brands and failed. A perfect example of such co-branding failure is the Target + Neiman Marcus collection. Microsoft Bing. Co-branding is hardly so simple as slapping on another company’s name and calling it a day.To be successful, the partnership must offer a unique value-add to customers (see: extra cheesy taco shells). While the U2/Apple partnership hit a sour note, a brand collaboration between rideshare app Uber and music streaming service Spotify was music to both companies’ executives’ ears. Public outcry from concerned citizens and parents was swift, and in 2011 the Shell–LEGO partnership came to an end. The best example of a successful Coca-Cola campaign was their 2012 Super Bowl commercial. Sometimes, you look at the marketing of mega-corporations and shake your head. Meanwhile, cheaper, smarter devices like the Palm Pilot and Blackberry began to stake their claim in the digital market, which was ready for innovation. What matters most is to keep your target audience in mind at every step of the way. The concept of a premium handheld device wasn’t on anyone’s mind and made it an incredibly tough sell. It seems like a match made in heaven, right? Target wanted to increase its sales during the time period between the black Friday sale and the Christmas Sale. I hope you enjoy reading this blog post. What's your phone number? Now, have a look at some of the most recognizable brand partnerships in history and how they achieved their goals or went horribly awry. Two words, says Gracie Page: “synergistic momentum.” Essentially, the act of partnering with another brand gives new attention and interest that your brand may not have had otherwise. Posted on January 15, 2020 by Jack Brayshaw. But when they tried to introduce Harley-Davidson perfume and aftershave in the 1990s, fans revolted. Tip. Co-marketing campaigns can become a game changer in the success of your marketing activities – if they’re done right. Stouffer can release almost any type of prepackaged meal, and people will buy it because they trust the brand. Let’s have a look at 11 examples of bad logo design which have created downright hilarious unintentional results: 1. Microsoft Bing. This particular case shows the dangers of co-branding without mitigating brand risks. H&M. Here they are with billions of dollars, hundreds or thousands of people to work on a single campaign, and supposedly some of the brightest minds in the business community giving them advice. Since no trendsetter wants to align themselves with something unpopular, the Newton faded into tech-antiquity. This can be as simple as brand personalities that just don’t fit, says Guttmann. Discover popular co-branding failure examples here. With this, you’ll gain visibility, and reach a new audience. Another example comes from McDonald’s in 2017 when they decided to play along with a throwaway joke in the TV series Rick and Morty. This collaboration actually failed on an executive level. The Kodak/Sony example indicates the weakness, or lack of credibility, in each firm’s brand when considered separately. The brand quickly pulled the spot, which was released in early April, and apologized. I’ve been studying branding fails for years, and while I can’t tell you why they continue to happen, I can say there’s a lot to learn from watching products flop. Is the LEGO plastic made from some petroleum derivative? Trepanier calls it “a brilliant partnership.” She points out that Covergirl was able to tap “into a pop culture phenomenon,” allowing them to showcase “their products to a wide audience.”. You feel like an idiot when it doesn’t happen, but it seems to make total sense at the time. Brand + Brand = Success, Part 2: Brand Marriage Failure. A common example is when your favorite brand or retailer partners with a credit card company for a co … All of a sudden, my brand love for LEGO starts to erode.”. ... and only 20 percent said they would buy the product if it carried only the Sony brand. “Star Wars has a bit of a Midas touch with brand partnerships,” says Guttmann. In 2014, Uber and Spotify announced that Spotify users with premium accounts would be able to stream their own playlists on Uber rides. High School Student Who Left To Fight In WWII Just Received His Diploma This Year, At The Age Of 90, Essential Rules Of Airplane Etiquette It’s High Time Everyone Learns, 8 Of The Most Outrageous School Rules Ever Enforced, The Ancient Tradition Of Neck Elongation, Explained, Insane Laws You Won’t Believe Exist In The Modern World, After Nearly A Decade Of Hiding Her Face, She Wipes Off Makeup In Front Of Cameras, Kris Jenner’s Fake Home Hits The Market For $9 Million, Here’s What Actually Happens When You Drink Lemon Water, Why The G String On Your Guitar Constantly Goes Out of Tune. So how can things go so wrong? CVS Pharmacy: Do the Right Thing, Even if it’s Seemingly Unpopular Sometimes, brands can push things a little too far. In an age of consumerism and digital media, all eyes are locked onto a brand's every move. Example: www.neilpatel.com. 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