2020: Grow with Brand Collabs
PRADA meets ADIDAS -> ADIDAS meets IKEA -> IKEA meets LEGO - what the h*** is going on?
The human link between brands
From a traditional marketing point of view the Prada and Adidas collab kind of makes sense – they are both life style brands. And we have seen a lot of these industry related collabs in the past. But nowadays it can be very hard to see any connection between two collaborating brands. Like with the IKEA X LEGO collab. A “ready to assemble” home-ware manufacturer and a toy manufacturer. But it really depends on how you look at things. The two brands might produce different stuff, but they actually have more in common than one would think. The short answer to this is Parents and Children – let us call them “humans” 😉
Now, as I have previously mentioned the future customer calls for more than product features (considering your product is great already). Today the market demand companies to pay attention to their customers, their needs, and the overall experience. The IKEA X LEGO campaign is not about products, but based on either solving a problem for the customer or fulfilling certain needs that people can relate to on an emotional level – as opposed to focusing on product features alone.
2020: Grow with Brand Collabs: It's all about meaningful experiences!
SAMSUNG is adjusting to the fact that 74% of all american consumers now value great experiences over products (revealed at the CES 2020).
SALESFORCE recently announced that 84% of all B2C and B2B customers value experiences equal to or higher than a product or a service.
*Samsung source: Expedia – Generations on the Move 2018
*Salesforce source: State of the Connected Customer
This is exactly why you would want to pay attention to your customers instead of your products. From my own experiences way too many CEO’s believe their product should be the center of attention. What used to be is clearly not the best option anymore … The major brands are paying much more attention to marketing their values rather than their products respectively. Take these two video interviews below and listen closely to what brands like IKEA, Adidas, and LEGO has to say about why they collaborate (Hint: They don’t speak much about their products).
Interview about collabs feat. IKEA X LEGO
- IKEA Democratic Design Days 2019
Interview about bringing living spaces and sports together - IKEA X ADIDAS
- IKEA Democratic Design Days 2019
However, IKEA is not the only major player in the business world to figure out the huge possibilities to grow with brand collabs in the future:
Facebook believes in future Brand Collaborations too and launched the "Brand Collabs Manager".
In my opinion the rather new platform is especially beneficial for anyone who use influencer marketing and to those who are in the lifestyle marketing industry.
A platform offered only to the brands eligible – so if you want to grow with collabs in 2020, you are required to have the following on your site:
- 1000 followers
- 15000 post engagements in the last 60 days
- 180,000 minutes of video views the last 60 days
- 30,000 1 minute views
- Meet policy guidelines
You can read more about the Facebook – Brand Collabs Manager here or hit the button below to check if you are eligible:
2020: Grow with Brand Collabs: Conclusion
Your company can actually grow with brand collabs in 2020, and I am predicting that we have only scratched the surface concerning future of brand collabs …
Collaboration Hint (Jan 2020) – can you guess who …?
What’s the best examples of brand collabs you have seen?
Let me know – please leave a comment below
🙂
If you want to know more about brand authority marketing and content marketing feel free to ask me anything.
