I’ve been noticing more and more that brands are partnering with clients, suppliers and partners to co-brand their ads. It’s a great way for brands to demonstrate the strengths behind their proposition and almost creates a new identity for them. Some good examples are the ads by GE Capital and Bobcat as well as the University of Notre Dame and Xerox. I like the way these ads come together and demonstrate first hand how GE Capital is helping Bobcat and how Xerox is helping the University of Notre Dame with their solutions. I talk about Co-Branded advertising in my latest book called “Partnership Marketing” (Wiley). Would love to hear about some interesting Co-Branded ads that you have come across lately and what you think about them.
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