Brand world building

Member lesson

Collaborations without dilution

Lesson 9 of 11 in Brand world building.

Lesson

A collaboration works when the two brands each bring something the other genuinely lacks and the result could not have been made by either alone. It fails when it is a logo on somebody else's product.

An ink drawing of a shop table holding a plain mug with two marks side by side and a boot with a woven upper and stitched sole, a customer picking up the boot.
The shopper picks the boot two makers built together over a two-logo mug.
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Check what stuck

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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Two brands making something together. Common, and usually disappointing.”

    • Collaboration
    • Collapse
    • Co-option
    • Enforcement
  2. Question 2, locked

    Which of these words means this? “Whether the two make sense together. The predictor of whether it works.”

    • Character design
    • Mascot
    • Fit
    • Invented geography
  3. Question 3, locked

    Which of these words means this? “A brand weakening through too many partnerships or the wrong ones.”

    • Sonic logo
    • Dilution
    • In-joke
    • Genericide

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