Brands should get serious about co-making, the practice of collaborating with other brands on new products, if they want to create goods that appeal to consumers, writes Devin Liddell, a brand strategist at Teague. Citing examples such as Taco Bell's Doritos Locos Taco and the Fiat 500 by Gucci, Liddell writes that "[c]o-making is a fast way to get inspired, take on bigger stuff, learn new skills, and break new ground."

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