When 2 brands are better than 1

07/13/2009 | Bloomberg Businessweek

Co-branding is a powerful way to reach a larger audience for less money, and smaller companies can do it just as well as the big national brands, writes advertising executive Steve McKee. When weighing a co-branding partner, look for a company with similar "core values and corporate philosophies," he writes, and make sure the agreement preserves a company's right to sign off on all co-branded communications.

View Full Article in:

Bloomberg Businessweek

Published in Brief: