What’s driving the current wave of brand collaborations?

Interbrand’s Simon Cotterrell unpicks the sudden wave of rival and random brand collaborations currently vying for consumers’ attention. In this same month, 116 years ago, Britain and France signed the Entente Cordiale – a ‘warm understanding’ between the two nations agreeing to settle their disputes and form alliance. It’s almost hard to believe they ever had sour relations, but this was the case for much of history. Businesses – much like Britain and France – have locked horns with each other for all of brand history. It’s a familiar notion. We know it as competition.

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