🤝Collaboration Done Right: Gregg’s and Primark!

Co-branding done right: works! 

The Big Idea: Primark and Gregg’s collaboration is co-branding done right. 

This campaign highlights the benefits of co-branding:

• Positive press
• Reaching new markets
• Adding brand equity to both brands

Why This Works: When two brands collaborate:

• Both brands bring their audiences to the collaboration.
• Both brands only bring their positive brand associations. 
• Both brands don’t lose anything if the collaboration fails. Don’t really know why, but customers seem to just shrug and move on from these things. 

Go Deeper: Kevin Keller has done some really nice work in this area. 

Of course: They found one marketing professor to profess dedication to Gregg’s.