Brand collaborations can be a powerful marketing tool when executed correctly. Recently, Nike and Tiffany & Co unveiled that the brands would be releasing their first collaboration in March. The initial announcement was for a sneaker collaboration, but a subsequent update showed more products. Aside from the Air Force 1 Tiffany branded sneaker, consumers can get their hands on some limited edition sterling silver accessories. The announcements shocked customers of both brands, as the collaboration was unusual. When two brands partner like this, they can reach new audiences, leverage each other’s strengths, and create unique and engaging experiences for customers. 

Complementary solutions and cross-promotion

One of the most effective ways for a brand to collaborate is to partner with a brand that offers complementary products or services. For example, a fashion brand might partner with a beauty brand to create a limited-edition makeup line. This allows both brands to reach new audiences and offer their customers a unique and relevant experience. This was the case when Tiffany partnered with watchmaker Patek Philippe last year to create a branded watch. These kinds of partnerships give brands an opportunity to cross-promote. That means both companies can reach new audiences and promote their products in a new and engaging way.

Visibility and reputation

Collaborations can help increase the visibility of both brands. That’s especially true if the partnership involves a high-profile event or product launch. It can also improve the reputation of both brands, especially when the collaboration is well-received by customers. For example, a brand can work with another one in a different market to create a limited-edition line of products.  This is the case for the Tiffany & Co. and Nike collaboration for the Tiffany Nikes. The strategy allowed both brands to generate more visibility and create a unique and memorable experience for customers.

Cost saving

Brand collaboration is a cost-effective way for both companies to reach new customers. That’s because the costs of the promotional and marketing efforts are shared between the two businesses. That can help companies expand their reach without incurring the full costs of a standalone marketing campaign. If the two brands have a shared customer base, they can still reach new audiences. They can also build a stronger relationship with their existing customer base. 


Finally, collaborations between two brands can also lead to innovation and the creation of new products or services. No one can say that Tiffany blue Nikes aren’t new and exciting after all. By working together, brands can leverage each other’s strengths and resources to create something unique and innovative. For example, a technology brand might partner with a design brand to create a new line of smart products with a focus on design.


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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.