Happy 2010 to all our mesh-box readers!
We are starting this year with good news for all members of Germany´s biggest social network VZ.net. The network teams up with national telecommunication companies T-Mobile and Vodafone.
The cooperation enables network members to book a data-flatrate (for a charge of 2,99€/month) for the 3 different types of […]
Entries tagged as 'strategic partnership'
Vodafone and T-Mobile create flatrate for VZ.net
KatharinaD_NDT // January 8th, 2010
Tags: marketing co-operation, strategic partnership, T-Mobile, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_examples, MySpace, Facebook, Social Media, Vodafone, Mein VZ, VZ.net, Twitter
Comments: 1
Puma goes mobile
ChristianZ_NDT // October 6th, 2009
After bodywear, socks, fragrances, body care products, bikes, glasses, and sunglasses, the “Puma Phone” will be the new addition to the company’s license portfolio. Together with French telecommunication company Sagem, Puma is planning to enter the market of mobile phones in the second quarter of 2010. The new phone will be sold in Puma stores […]
Tags: prada, Ferrari, Motorola, Sagem, BENQ, Vertu, D&G, Bang & Olufsen, Samsung, LG Electronics, marketing co-operation, strategic partnership, co-communication, co-sales, co-branding, collaboration, co-op_examples, Puma, Hello Kitty, Porsche Design, Escada
Comments: none yet
Fashion chain H&M meets the “Queen of Knits”
Romy_NDT // September 29th, 2009
H&M reveals another exciting co-operation – Sonia Rykiel, the “Queen of Knits”, will be the next guest designer of the Swedish fashion chain. With her knitted wear, French designer Sonia Rykiel invented her own exceptional style, representing the Parisian chic in 1968 and still inspiring young women around the world.
Beginning 5th December 2009 Sonia Rykiel […]
Tags: H&M, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-op_examples, Jimmy Choo, Sonia Rykiel
Comments: 1
Hermes helps smart to go luxury
JenniferM_NDT // August 31st, 2009
I just stumbled upon an interesting co-operation of automotive brand smart and French luxury brand Hermès. Although it’s almost been a year since the two collaborated, I still find this approach remarkable enough for a quick post.
Both brands launched a newly interior designed version of the smart called “smart fortwo édition Toile H” in line […]
Tags: YouTube, Bugatti, strategic partnership, Eurocopter, Hermès, co-communication, co-marketing, co-promotion, co-branding, collaboration, co-op_examples, brand relationship, Smart
Comments: 2
FRoSTA - collaboration effort for more climate protection
JenniferM_NDT // August 18th, 2009
Encouraging consumers to reduce their CO2 emissions – this is the aim of FRoSTA’s campaign “green energy”. Starting in April this year, FRoSTA and its three collaboration partners OSRAM, LichtBlick and Siemens promote the campaign on selected FRoSTA product packages as well as on FRoSTA’s and OSRAM’s website.
The sales promotion offers different incentives, provided […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-sales, collaboration, co-op_examples, Frosta, Siemens, Lichtblick, Osram
Comments: 2
GM partners up with eBay to increase car sales
JanA_NDT // August 13th, 2009
In a move to increase car sales in the US-market, eBay Motors and General Motors launched of a first-of-its-kind co-operation. The new co-operation approach enables consumers to ‘click and buy’ new cars online from participating California Chevrolet, Buick, GMC and Pontiac dealers on eBay. About 20.000 cars will be placed on individual GM brand websites […]
Tags: General Motors, marketing co-operation, strategic partnership, eBay, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_examples, online platforms, content placement
Comments: none yet
Co-operations for emission-free streets
JenniferM_NDT // August 10th, 2009
As we all know, climate change and environmental debates are increasingly relevant issues in our society. When looking at the rising number of Corporate Social Responsibility (CSR) activities within this field, it is obvious that it has become a topic of high significance for businesses as well. This issue now also reflects in a new […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-sales, collaboration, co-op_articles, McDonalds, Elforsk, Mini, RWE, Vattenfall, APCOA, electric vehicle
Comments: none yet
Starbucks gives away free ice cream on Facebook
JanA_NDT // July 9th, 2009
Starbucks is giving away coupons for their newly launched Starbucks Ice Cream on Facebook - unfortunately only in the US. For a period of two weeks until July 19th 2009, users can load the Facebook application “Share a Pint of New Starbucks Ice Cream“ and give away one out of 800 coupons per hour to their […]
Tags: Apple, iTunes, Starbucks, Paramount Classics, marketing co-operation, strategic partnership, co-communication, co-advertising, co-promotion, collaboration, co-op_examples, online platforms, brand activation, content placement, "Morning Joe", Facebook, Ronald Reagan, Social Media
Comments: none yet
Microsoft and Warner Bros. jointly promote the new Harry Potter in the UK
Angela_NDT // July 8th, 2009
Just after yesterday’s world premiere of “Harry Potter and the Half-Blood Prince”, Microsoft and Warner Bros. have announced a co-operation in order to promote the latest Harry Potter movie in UK. Both companies already co-operated two years ago for the release of the DVD “Harry Potter and the order of Phoenix”. At that time fans […]
Tags: gaming, Microsoft, marketing co-operation, strategic partnership, co-communication, Branded entertainment, co-advertising, co-marketing, co-promotion, product placement, creative industries, collaboration, MSN Video, co-op_examples, online platforms, brand relationship, content placement, Warner Bros., MSN, Xbox Live, Harry Potter, Windows Live messenger
Comments: 1
adidas Originals continues its collaboration strategy with a partnership with Lucasfilm Ltd.
JanW_NDT // July 7th, 2009
adidas Originals and Lucasfilm Ltd. announced to launch an exclusive Star Wars collection for the spring/summer season 2010. As adidas designed a limited edition collection with Lucas Arts including Yoda and Darth Vader sneakers in 2007, the new collection will continue and extend the co-operation between adidas and Star Wars. With this partnership adidas continues its international […]
Tags: Fashion, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, Adidas, co-op_examples, Star Wars, Bread and Butter, Marc Ecko, Jeremy Scott, PPQ, Fafi, Missy Elliott, Lucasfilm Ltd., Lucas Arts, Yoda and Darth Vader
Comments: none yet
Sony and Fifa release joint PR campaign “Twilight football”
Leonie_NDT // July 2nd, 2009
In the frame of Sony’s new camera series with Exmor CMOS Image Sensor, Sony starts the “Twilight football” campaign. On September 22nd the night of the equinox, the longest sunset of the year, the campaign will give Sony’s new camera modell the chance to live up to the promises Sony has made.
“Twilight football” is a […]
Tags: FIFA, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, product placement, co-branding, collaboration, co-op_examples, Brand Building, brand relationship, Sony
Comments: none yet
Morning Joe brewed by Starbucks
SusanneK_NDT // June 24th, 2009
“Morning Joe” is a successful US weekday talk show with more than 500,000 viewers in which the latest news are discussed. The main show master is Joe Scarborough, a real all-rounder, who has been engaged in a great variety of jobs and activities. Considering the rather serious subject matter of the show and its broadcasting […]
Tags: Starbucks, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, product placement, co-branding, collaboration, co-op_examples, "Morning Joe"
Comments: none yet
Co-branding: a new trend on the real estate market
JanW_NDT // June 19th, 2009
(Re-)Discovering the value of emotions
Monitoring the real estate market it seems to have become a trend to develop a brand for luxurious real estate in order to market it better. That way real estate agents hope to attain a competitive advantage, which in turn is hoped to result in a higher price.
To set up a […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_articles, Michael Schumacher, Karl Lagerfeld, Brand Building, brand activation, Philippe Starck, Vitra, Bisazza
Comments: 1
O2 doodles for the Cicero magazine
Angela_NDT // June 18th, 2009
An interesting and innovative media co-operation found its way into the newspaper stores on May 28th. The German telecommunication provider O2 and the political-cultural magazine Cicero co-operated for the June issue of the magazine. The title page of the magazine was covered with doodles, the kind of doodles most of us scribble on a piece […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, creative industries, collaboration, co-op_examples, o2, Cicero, Michael Michalsky, Albert Eickhoff
Comments: none yet
Jimmy Choo is designing for H&M
Leonie_NDT // June 17th, 2009
Here is a little news flake for you: H&M is going to co-operate with yet another designer. Jimmy Choo is going to create the new autumn/winter collection for the fashion chain. The work of the high-heel designer will not only include shoes and accessories like bags, but also women and men clothes. The collection will […]
Tags: H&M, Mango, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, Pierre Hardy, the Gap, co-op_examples, Gap, Brand Building, brand activation, brand relationship, Jimmy Choo, Paulo Coelho, Matthew Williamson
Comments: none yet
Fashion co-operates with philosophy
Leonie_NDT // June 4th, 2009
Thanks to a new co-operation approach fashion now becomes a life coach. The Spanish fashion label Mango and the popular Brazilian author Paulo Coelho have recently entered a co-operation. Coelho is a famous contemporary author, who gained popularity with his philosophical and fairytale novels like “The Alchemist”.
Corresponding to the zeitgeist Coelho meets the demand […]
Tags: Mango, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, collaboration, co-op_examples, Paulo Coelho, The Paulo Coelho Institute
Comments: 1
The recessionista: Making it fashionable through the crisis
Leonie_NDT // May 25th, 2009
What happens to high-end fashion and haute couture during the economic crisis? As any other luxury industry, also popular designer labels such as Prada and Gucci do not remain unaffected. Until now well-known and high-class labels have satisfied the demand for lavish and extravagant (life)styles. However, the last year has seen the demand for luxury […]
Tags: H&M, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, collaboration, Pierre Hardy, co-op_articles, Gap, Karl Lagerfeld, Stella McCartney, brand relationship
Comments: 2
Renault and TomTom enter ingredient branding co-operation
JanW_NDT // May 14th, 2009
Renault has recently entered an ingredient branding co-operation with the Dutch portable navigation system brand TomTom. Together they introduced an integrated navigation system for the new Clio, called “The Carminat TomTom”. It is currently available for costumers in Western Europe only. For an extra charge of 490 Euros it is one of the cheapest integrated […]
Tags: Renault, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, co-branding, collaboration, co-op_examples, TomTom, Ingredient Branding
Comments: none yet
Noshokaty, Döring & Thun publishes results of study “Marketing co-operations in a crisis?”
Angela_NDT // May 8th, 2009
The agency for marketing and co-operations Noshokaty, Döring & Thun has published the results of their study conducted at mesh-box. The study is a remake of an earlier survey conducted in 2007 and provides latest insights regarding the development of marketing co-operations within the last two years.
In the light of the ever changing business […]
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_facts, brand relationship
Comments: none yet
University Mannheim sets up study about formation of marketing co-operations
Angela_NDT // May 6th, 2009
Since the importance of marketing co-operations has grown throughout the past few years, Prof. Dr. Sabine Kuester and Thomas Rilling from the University Mannheim are currently conducting a survey addressing this topic. The survey investigates how various factors influence managerial decision-making with regards to the formation of marketing co-operations. More precisely, the study examines how […]
Tags: study results, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-branding, collaboration, co-op_facts, University Mannheim
Comments: none yet
Mesh-box turns two: Birthday interview with Susanne Ewenstein, editor-in-chief of mesh-box
Leonie_NDT // April 30th, 2009
1) How did mesh-box come about?
[Susanne Ewenstein]: As an agency specialising on marketing co-operations we received numerous enquiries with regards to the latest trends and best/worst practice examples. In order to meet this demand, we decided to establish mesh-box. But frankly speaking, the blog is also a great opportunity for us to show our expertise […]
Tags: Viacom, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, Oxfam, M&S, co-op_articles, online platforms, _interview, Bill and Melinda Gates Foundation
Comments: none yet
Wikimedia Foundation and Orange – Enabeling mobile access to global knowledge
Leonie_NDT // April 27th, 2009
The no.1 online encyclopaedia Wikipedia and the telecommunication service provider Orange recently announced their 3 year co-operation, which gets launched in four of Orange’s key markets - France, UK, Spain, and Poland.
The decisive factor for Wikipedia to agree to this co-operation is its values: To make information globally accessible at no cost. Since a growing […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, collaboration, co-op_examples, Wikipedia, Orange
Comments: 2
Trend towards marketing co-operations continues
Angela_NDT // April 9th, 2009
Marketing co-operations stay on the rise
Throughout the last 2½ years the number of marketing co-operations within Germany has increased multiplied significantly: In Q3 2006 approximately 70 co-operations were established compared to 310 in Q1 2009. The figures, based on the statistics gathered and analyzed by Noshokaty, Döring & Thun, show that the number of co-operations […]
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-op_facts, MyHammer, Praktiker
Comments: 1
MyHammer and Praktiker – service and product unite against the crisis
Leonie_NDT // April 9th, 2009
Barely any company remains unaffected by the economic crisis. However, the way companies deal with the situation varies greatly. Some react passively, whereas others react proactively and implement measures to counter the consequences of the economic crisis.
MyHammer and Praktiker are two German companies that decided to adapt a proactive approach and tackle the situation via […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-op_examples, online platforms, brand relationship, MyHammer, Praktiker
Comments: none yet
NGOs enter the US entertainment industry
Leonie_NDT // April 7th, 2009
The Bill and Melinda Gates Foundation is one of the first NGOs that employs a proactive marketing co-operation approach by initiating a co-operation with the US media conglomerate Viacom. Through implementing marketing co-operation practices such as product and content placement the foundation puts business theory to practice, in a field that was previously not familiar […]
Tags: Nickelodeon, Viacom, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-branding, collaboration, MTV, co-op_examples, Bill Gates, Bill and Melinda Gates Foundation, content placement, E.R., Law & Order
Comments: 4
Famous faces for brands
Angela_NDT // April 3rd, 2009
Co-operations of well-known brands with famous faces are very popular. Especially now, during an economic downturn, companies have the opportunity to strengthen certain image dimensions with a famous personality, to sharpen their profile against competitors and to win over A-level celebrities for less money. In fact, more than 40 percent of Germany’s Top 500 companies […]
Tags: Apple, Naming rights, Fashion, Microsoft, Mercedes-Benz, quote, marketing co-operation, strategic partnership, Topshop, co-communication, co-advertising, co-marketing, co-promotion, co-sales, Licensing, Sponsoring, co-branding, creative industries, collaboration, co-op_articles, Kate Moss, Procter and Gamble, Brand Building, brand activation, brand relationship, Harley-Davidson, Blackberry, Dior, Barack Obama, Bill Gates, Steve Jobs, Verona Pooth, Moët & Chandon, Veltins, Til Schweiger, Scarlett Johansson, Bruce Willis, Jude Law, Karsten Kilian
Comments: 2
Thesis about co-branding as strategic brand alternative
Leonie_NDT // April 1st, 2009
Can co-branding strategies establish themselves as alternatives within brand management on the long-term? Which other cross-marketing-strategies besides co-branding are implemented? A Diploma thesis from the University of Applied Science in Dortmund answers these questions. The author Julia Kemper investigates in how far co-branding and other common cross-marketing strategies are important extensions to conventional brand strategies.
Title: […]
Tags: marketing co-operation, strategic partnership, co-communication, Branded entertainment, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, co-branding, collaboration, co-op_facts, Brand Building, brand activation, brand relationship
Comments: none yet
New study on “Marketing co-operations in a crisis?”
Susanne_NDT // March 16th, 2009
About two years ago Noshokaty, Döring & Thun published the results of a survey on marketing co-operations. The study showed that although potentials and increasing relevance of co-operations were being recognised, many companies did not apply a systematic approach for this topic.
In order to see how this attitude and implementation approach of German companies […]
Tags: marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-sales, Sponsoring, co-branding, collaboration, co-op_facts, Brand Building, brand relationship
Comments: none yet
Innovation in communication – All around the world with Nokia and Skype?
Valerie_NDT // March 13th, 2009
The Idea is quite simple but nonetheless innovative. A month ago Nokia and Skype announced the beginning of a partnership, which would permit the use of VoIP-Software on a selected number of Nokia mobile phones. This sounds like a great deal for consumers. Users, who have Wi-Fi access, can call friends and relatives with their […]
Tags: Apple, iTunes, Nokia, quote, marketing co-operation, strategic partnership, Skype, 3, co-communication, co-marketing, co-sales, collaboration, co-op_examples
Comments: none yet
Thesis develops quantitative approach for measuring the efficiency and effectiveness of marketing co-operations
JuliaB_NDT // March 2nd, 2009
It is said that marketing co-operations are an efficient and effective instrument for marketers. However, so far there was no standardised procedure to measure how well marketing co-operations really pay off. Petra Branz, student of the University of Applied Science in Offenburg, critically analyzed the truth about this assertion and developed an adequate measuring technique […]
Tags: Hewlett Packard, Tchibo, study results, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, Sponsoring, co-branding, collaboration, Adidas, co-op_facts, Michael Schumacher, Bacardi, Brand Building, brand activation, brand relationship, Beck's, comdirect, IBM, Mövenpick, Nivea, Schöller, TUI
Comments: none yet
CO-BRANDS 2009: Finding the right co-operation partner through “speed dating”
Susanne_NDT // February 26th, 2009
Finding the right partner for a marketing co-operation is not always easy. But a range of partnering platforms have emerged during the last years that help identifying and getting in touch with potential partner companies.So for instance Marketmarket, a German online portal for B2B marketing & sales co-operations, and online platform Introniche. There are also […]
Tags: marketing co-operation, strategic partnership, eBay, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, co-branding, collaboration, co-op_articles, Procter and Gamble, Brand Building, brand relationship, WMF, Kamps, Bauer Verlag, Stage Entertainment, Galeria Kaufhof
Comments: 1
Ford breaks new ground to address a younger target group
Leonie_NDT // February 10th, 2009
After placing the Ford Ka in the latest James Bond movie “Quantum of Solace”, Ford is now breaking new ground in the field of advertisement. Ford aims to address the young target group with the new Ford Ka. As part of a 360°marketing campaign including TV, print, online, and mobile advertising measures, the company now […]
Tags: strategic partnership, co-communication, Branded entertainment, co-advertising, co-marketing, co-promotion, co-sales, product placement, Sponsoring, co-branding, collaboration, co-op_examples, online platforms, Brand Building, brand activation, brand relationship, Ford, MySpace
Comments: none yet
The second face of Wellington boots or how to become a fashion brand
Julia_NDT // January 30th, 2009
Happy New Year 2009! We hope it’s not too late for best wishes and kick of another exciting editorial year of marketing co-operations with Hunter, a long-established brand for traditional British Wellington boots, which is a good example for the successful implementation of an international co-operation.
In collaboration with the well-known charity organization WaterAid, Hunter […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, product placement, co-branding, collaboration, co-op_examples, Kate Moss, Brand Building, brand relationship, Hunter, Jimmy Choo, WaterAid
Comments: none yet
Thesis frames guideline for co-branding strategies
Christina_NDT // December 19th, 2008
Are there special guidelines that companies have to follow for establishing a successful co-branding strategy? Are some types of co-operation strategies more fraught with risks than others? A Master’s Thesis from the University of Applied Science in Berlin was written about the relevance of guidelines for establishing brand alliances. Author Katharina Lang interviewed representatives […]
Tags: Apple, Nike, Coke, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-communication, co-advertising, co-marketing, co-promotion, co-sales, Sponsoring, co-branding, collaboration, co-op_facts
Comments: none yet
Yet another Starbucks & iTunes initiative
Susanne_NDT // December 5th, 2008
During my recent trip to the states I came across another iTunes & Starbucks marketing initiative while ordering a coffee. Starbucks offers its customers at its 7.000 coffee shops within the US iTunes vouchers called: “Pick of the week”. The voucher offers a free song/music video at the iTunes store. Each Tuesday, a specific song […]
Tags: Apple, iTunes, Starbucks, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_examples, brand relationship
Comments: none yet
Fashion talent Svenja Jander gives new glamour to Pfaff sewing machines
Julia_NDT // November 18th, 2008
Svenja Jander, participant of Germany’s “The next fashion talent”, will become the new face of the well-established sewing machine brand Pfaff. Together, they will present Svenja’s latest projects as well as tips about sewing and being creative in the category “Of and with Svenja Jander” on the Pfaff homepage. Additionally, Svenja will use the expensive […]
Tags: Fashion, strategic partnership, co-communication, co-advertising, co-marketing, creative industries, collaboration, co-op_examples, online platforms, Pfaff, Svenja Jander
Comments: none yet
Google digitizes books of Bertelsmann daughter Random House
Melanie_NDT // October 30th, 2008
After resolving legal disputes regarding copyright issues, Google and Bertelsmann have established a partnership this week. It now allows Google to go forward with its Google Book Search project, which includes the provision of partial book previews online.
Google can now feed its virtual library with English publications of Bertelsmann daughter Random House, the world’s biggest book […]
Tags: Google, marketing co-operation, strategic partnership, collaboration, co-op_examples, Random House, Bertelsmann
Comments: none yet
Another interesting diploma thesis about Co-Branding (German)
Susanne_NDT // October 29th, 2008
Is co-branding the central and topical focus of brand management in a time of growing product and brand diversity, stimulus satiation of consumers and loss of clarity of brand profiles? A diploma thesis from the MCI in Innsbruck/Austria
Daniela Wieser of the Management Center Innsbruck (MCI) in Innsbruck/Austria has written a diploma thesis about co-branding. You […]
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, Sempora, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_facts, Brand Building, brand activation, brand relationship
Comments: 2
New Master Thesis on Co-Branding as a Tool for Strategic Brand Activation
Susanne_NDT // October 23rd, 2008
An interesting master thesis was written about Co-branding at the University of Lund/Sweden. The study was published by VDM Verlag and is available on Amazon. You find a summary of the thesis below. For further information, contact the study’s authors Antonia Kohlbrenner antonia.kohlbrenner (AT) googlemail.com or Natalia Dorozala n.dorozala (AT) googlemail.com.
Title: “Co-Branding […]
Tags: study results, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, Amazon, collaboration, co-op_facts, Brand Building, brand activation, brand relationship
Comments: none yet
A co-operation comes to an end. What’s to consider?
Susanne_NDT // October 14th, 2008
Most co-operations come to an end at some point. There are different occasions and reasons why. The questions we like to address here are how partnerships should be terminated and what are the risks that need to be taken into consideration?
In some cases, marketing co-operations simply phase out unnoticeably in the course of time without […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_articles
Comments: none yet
High street fashion and couture designers. A lasting romance?
Susanne_NDT // October 13th, 2008
Fashion retail chains collaborate intensely with designers and celebrities to create additional product lines that increase store traffic and eventually generate sales. By now, co-branding and design collaborations have become an established marketing instrument within the retail fashion industry with great sales and brand differentiation potential.
In the fast-moving and highly competitive, global high street fashion […]
Tags: H&M, Fashion, Retail, Mango, marketing co-operation, strategic partnership, Topshop, s.Oliver, co-communication, co-advertising, co-marketing, co-promotion, collaboration, Pierre Hardy, co-op_articles, Karstadt, Gap, EASTPAK, Anastacia, RAF SIMONS, Penelope Cruz, Monica Cruz, Kate Moss, Kaviar Gauche, Kostas Murkudis, Roberto Cavalli, Karl Lagerfeld, Stella McCartney, Victor & Rolf, Kylie Minogue, Comme des Garçons, Madonna
Comments: none yet
Sony Japan and FON provide free Wi-Fi for PSP
Melanie_NDT // September 5th, 2008
Sony Computer Entertainment and the world’s largest Wi-Fi community FON in Japan launch a new service: Play Station Portable&FON (PSPxFON). Herewith all Japanese PSP owners are able to have free internet access to the official PSP internet homepage from FON’s Wi-Fi access points. More than 44.000 hot spots across the country and 2,200 FON livedoor […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-promotion, collaboration, FON Japan, Sony Computer Entertainment
Comments: none yet
TiVo and Amazon team up to make shopping on the couch easier
Melanie_NDT // August 5th, 2008
“The New York Times” recently reported that DVR producer TiVo and Amazon expand their partnership. From now on, TiVo users will be able to order products (such as books, CDs and DVDs) directly from Amazon with their TV remote controls. The new “Product Purchase” feature enables people to buy products related to ads placed during […]
Tags: marketing co-operation, strategic partnership, co-marketing, co-promotion, co-sales, Amazon, collaboration, co-op_examples, online platforms, TiVo
Comments: 1
Marketing co-operations in a nutshell
Susanne_NDT // August 4th, 2008
We were recently asked for an overall guideline on marketing co-operations (see comment): Here is our response: Why marketing co-operations are an important marketing instrument. How to identify a suitable partner. How to establish a marketing partnership. What are important watch outs…
We hope you find this useful. Let us know what you think…
Why? There are […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, co-op_facts
Comments: none yet
The fragrance of love - a senseful co-operation?
Melanie_NDT // August 1st, 2008
The German single platform neu.de co-operates with Coty Prestige regarding its limited edition perfume ck IN2U POP. Under the motto “Flirt free” IN2U POP customers receive a coupon for a one-month free membership at neu.de. In return, neu.de raffles the unisex perfume daily on the dating platform.
Taking a closer look at this partnership it seems […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, collaboration, co-op_examples, online platforms, Calvin Klein, neu.de
Comments: 1
Bugatti and Hermès continue their long-term relationship with a co-designed and co-branded luxury car
Jennifer_NDT // June 18th, 2008
Bugatti, the French automotive manufacturer launches a new exclusive version of the Bugatti Veyron 16.4 in co-operation with Hermès: The Bugatti Veyron 16.4 Fbg par Hermès, which will be available in autumn 2008.
The special edition is named after the street Rue du Faubourg Saint-Honoré (Fbg) in
Paris, where the headquarters of Hermès are located.
It is […]
Tags: Bugatti, marketing co-operation, strategic partnership, Hermès, co-communication, co-branding, co-op_examples
Comments: none yet
Footballers - fashion designers’ new darlings
Jennifer_NDT // June 6th, 2008
I just came across an article stating Paul Smith teams up with Manchester United.
From now on the Londoner fashion designer is responsible for the formal appearance of the football team, the trainers and other Manchester United officials for the next three years. The first creation was presented in June at the final match of the […]
Tags: Fashion, D&G, strategic partnership, Armani, Strenesse, co-communication, co-advertising, Paul Smith, Manchester United
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IKEA enters the virtual worlds of Electronic Arts
Jennifer_NDT // May 20th, 2008
From June on, Electronic Arts offers “IKEA Home-Accessories” for the strategic life-simulation computer game Sims 2. With this add-on (sold for about 20 Dollars), Sims-players can furnish their virtual homes in Swedish design. They can choose from bedroom, living room and office furniture. But there is one major difference to the real world: Sims players do […]
Tags: E.A., Sims, marketing co-operation, strategic partnership, co-op_examples, IKEA
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Joachim Faber in an interview about Allianz’s strategic partnership with the WWF
Jennifer_NDT // May 15th, 2008
The Allianz Group has recently extended its partnership with the World Wide Fund for Nature (WWF). According to Joachim Faber, member of the board of management of Allianz SE, the main objective of this cooperation is to identify and quantify the direct and indirect effects of the climate change for the Allianz Group. Moreover this […]
Tags: WWF, strategic partnership, co-op_examples, Allianz
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Coca-Cola and WWF arrange student contest for water preservation
Jennifer_NDT // April 25th, 2008
Coca-Cola Germany and the World Wide Fund for Nature (WWF) have launched a nation-wide student contest. The intention of the project “Mach ‘ne Welle” (“Make a wave”) is to raise students’ awareness concerning the protection and preservation of water and other valuable natural resources. This competition addresses students between the 7th and 10th grade. In […]
Tags: Coke, WWF, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-op_examples
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Iron Man’s ride is the new Audi R8
Angela_NDT // April 23rd, 2008
Last weekend at the cinema I came across another Iron Man trailer. Audi has also joined forces with Iron Man in order to market the new Audi R8. Motto of the marketing co-operation is “One Man. One Machine. One Mission.” and key visual is - of course - Iron Man standing right next to the […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, product placement, collaboration, co-op_examples, Marvel Entertainment, Paramount Pictures
Comments: 1
Live LG like Iron Man – a multi-channel marketing co-operation
Angela_NDT // April 8th, 2008
LG, Paramount Pictures and Marvel Entertainment have entered an eclectic marketing co-operation for the commercialisation of a new film adaptation of the comic “Iron Man”. The co-operation idea is to relate the technology of LG phones to a symbol of technology coming to life: Tony Stark alias Iron Man. With this co-operation approach LG aims […]
Tags: LG Electronics, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, product placement, co-branding, collaboration, co-op_examples, Marvel Entertainment, Paramount Pictures
Comments: 2
adidas and Samsung launch mobile training system
Susanne_NDT // April 2nd, 2008
adidas and Samsung have recently launched the running training handset “miCoach” that takes on the Nike+ training system – a product line jointly developed, launched and marketed by Nike and Apple - as it features comparable functionalities like the Nike+iPod Sport kit.
The “miCoach” system is build around a Samsung/adidas branded mobile phone and […]
Tags: Apple, Nike, mobile phone, Samsung, marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, product bundling, co-branding, collaboration, Adidas, miCoach, co-op_examples
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Global co-operation of MTV and The Body Shop aims to prevent AIDS
Angela_NDT // March 27th, 2008
Today, the new campaign of MTV and The Body Shop called “Move your Lips” kicks off in Germany. So what’s behind this co-operation? Both companies have been involved in raising awareness for HIV/AIDS prevention for quite some time. MTV Networks International established its charitable foundation “Staying Alive” in 1995 and searched for partnering companies ever […]
Tags: marketing co-operation, strategic partnership, Charity, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, collaboration, MTV, The Body Shop, co-op_examples
Comments: 1
BBC and eBay team up against the climate change
Angela_NDT // March 19th, 2008
Last week, BBC worldwide has announced an affiliate partnership with eBay for their recently launched environmental portal BBCGreen.com. The portal provides consumers with everyday tips to fight the climate change by implementing selected lifestyle changes suitable to their daily life and budget. According to a research made by BBC worldwide, one of the most effective […]
Tags: marketing co-operation, strategic partnership, eBay, co-communication, collaboration, BBC, co-op_examples
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Accessory designer Pierre Hardy collaborates with the Gap
Stefanie_NDT // February 26th, 2008
Designer around the world are becoming increasingly cooperative. After H&M has collaborated with a range of star designers such as Lagerfeld, Stella McCartney and Roberto Cavalli, the Gap has teamed up with French accessory designer Pierre Hardy. After Hardy has designed a fall 2007 shoe collection for the Gap UK and France, the Gap and […]
Tags: marketing co-operation, strategic partnership, co-communication, co-marketing, co-sales, co-branding, collaboration, Pierre Hardy, the Gap, co-op_examples
Comments: 1
Panties & flowers on Valentines Day - the beginning of a long-term partnership between Fleurop and Palmers
Petra_NDT // February 14th, 2008
Just in time for Valentines Day, Fleurop and Palmers have announced a marketing co-operation for the Austrian market. The flower shop chain and the lingerie store will start offering joint product packages and advertise them together. For Valentines Day they sell vouchers for the Palmers shops with the Fleurop flowers. This is only the kick […]
Tags: marketing co-operation, strategic partnership, co-communication, co-marketing, co-promotion, co-sales, product bundling, Fleurop, Palmers, co-op_examples
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Microsoft announced online partnership with MTV and Sony BMG for MSN Video
Susanne_NDT // February 5th, 2008
This morning Microsoft has announced a pan-European partnership with MTV International and Sony BMG to provide programme clips and music videos across its MSN Video service.
The deal with MTV will initially involve clips shows such as Pimp My Ride, Punk’d, South Park, Cribs and The Hills as well as music videos from artists as […]
Tags: Microsoft, marketing co-operation, strategic partnership, Sony BMG, MTV, MSN Video, co-op_examples
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Yahoo announced marketing co-operation with Rhapsody America
Susanne_NDT // February 5th, 2008
Yesterday, Yahoo said it will stop running its online music subscription service and switch its customers over to Rhapsody America, a partnership between Seattle-based RealNetworks and MTV
(see also post “MTV and RealNetworks team up to compete against Apple’s iTunes” from August 2007).
The Yahoo-Rhapsody partnership was announced after Microsoft’s $44.6 billion offer for Yahoo. […]
Tags: Real Networks, marketing co-operation, strategic partnership, Yahoo, co-op_examples
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Sara Lee and Henkel have joined forces to launch a new product in the US
Susanne_NDT // February 4th, 2008
We’ve just come across this new marketing co-operation… Sara Lee and Henkel have joined forces to launch a new product in the US. Further information on the partnership: Sara Lee and Henkel announced today a partnership to launch in the US a version of the 3Volution air freshener, an innovative plug-in that has been embraced […]
Tags: marketing co-operation, strategic partnership, co-promotion, collaboration, henkel, sara lee, co-op_examples
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adidas & Diesel start the campaign for their joint denim collection “adidas Originals Denim by Diesel” - the beginning of a long term partnership
KatharinaZ_NDT // January 29th, 2008
Walking around Berlin Mitte you’ll find numerous posters hanging at walls and control boxes. They are the first signs of the new Adidas Originals and Diesel product co-operation: “adidas Originals Denim by Diesel”. The first collection contains two male and female jeans models distributed exclusively at adidas Originals stores worldwide.
The poster you see below […]
Tags: marketing co-operation, strategic partnership, co-communication, co-advertising, co-marketing, co-promotion, co-sales, co-branding, Adidas, Diesel, Levi's, co-op_examples
Comments: 1
“Come Together” – an interesting account of collaborations in the creative industries by “Electronic Beats”
Stefanie_NDT // January 17th, 2008
“Electronic Beats” published an interesting article on collaborations in their last magazine issue “When worlds collide”. The editorial called “Come together” profiles strategic partnerships from the music, art fashion and lifestyle sector – illustrating some remarkably successful, but also unforeseen examples of marketing co-operations.
“´Collaborations` is the buzz word of the minute. Everyone’s at it. Record labels are merging, genres […]
Tags: marketing co-operation, strategic partnership, Electronic Beats, creative industries, collaboration, co-op_articles
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Mesh-box wishes a lovely holiday season and a happy New Year
Susanne_NDT // December 20th, 2007
Dear mesh-box contributors and visitors,
Christmas and the end of this year is right around the corner and the mesh-box team is about to go on holiday. A good moment, we believe, to thank you all for joining the discussions on mesh-box.
So what’s been going on over the last 12 months? The topic of marketing […]
Tags: marketing co-operation, strategic partnership
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Swarovski goes “Bling”
Simon_NDT // October 11th, 2007
Lately, Swarovski shows a lot of engagement teaming up with partners from the consumer electronic sector. Together they produce “Bling bling” mobile phones, headsets and USB data sticks. One might think this is just another example, but this co-operation is different…
Can you imagine spending 98 Euros on a 0.75 litre bottle of water? Well, a […]
Tags: marketing co-operation, strategic partnership, Swarovski, co-op_examples
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Apple and Volkswagen consider developing ‘iCar’
Susanne_NDT // August 30th, 2007
According to the FT Germany Apple and Volkswagen are discussing the possibility of building an “iCar” - a completely new car concept, which would feature several Apple products/tools.
Volkswagen CEO Martin Winterkorn and Apple CEO Steve Jobs have met a few days ago in California to plan an intensive co-operation with the building of vehicles […]
Tags: Apple, Volkswagen, marketing co-operation, strategic partnership, co-op_examples
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MTV and RealNetworks team up to compete against Apple’s iTunes
Susanne_NDT // August 23rd, 2007
On Tuesday, MTV Networks announced a digital music partnership with online music service RealNetworks and Verizon Wireless.
MTV will merge its digital music store Urge with RealNetworks’ Rhapsody music subscription service in a joint venture called Rhapsody America.
Verizon Wireless, a venture of Verizon Communications Inc and Vodafone Group Plc, will become the exclusive wireless distributor for […]
Tags: Apple, Real Networks, Microsoft, Verizon, Viacom, marketing co-operation, strategic partnership, co-op_examples
Comments: 2
Starbucks promotes climate change film
Susanne_NDT // August 9th, 2007
Starbucks has partnered with Paramount Classics for the promotion of “Arctic Tale”, a movie produced by National Geographic Films that tells the story of a walrus pup and a polar bear whose habitat is being threatened by global warming. The in-store marketing campaign started Tuesday last week in more than 6800 stores in the U.S. […]
Tags: Starbucks, Paramount Classics, marketing co-operation, strategic partnership, co-promotion, co-op_examples
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Car manufacturers’ effective flirt with fashion brands
Susanne_NDT // July 31st, 2007
As competition in the automobile industry is fierce, car manufacturers are continuously searching for new ways to differentiate their models and to more effectively address new target groups. In this context, marketing departments are more and more building on marketing partnerships, primarily with fashion/lifestyle brands.
In the context of the repositioning of Vauxhall’s Tigra model towards […]
Tags: Opel, Mango, General Motors, LVMH, Nissan, Rip Curl, Chiemsee, Vauxhall, Renault, marketing co-operation, strategic partnership, co-op_articles
Comments: 4
The Simpsons & the supermarket chain 7-Eleven
Susanne_NDT // July 26th, 2007
As part of a special promotion for the upcoming “The Simpsons Movie”, the supermarket chain 7-Eleven Inc. has turned twelve of its stores in the US and Canada into “Kwik-E-Marts“, the fictional convenience stores of “The Simpsons” series.
For a limited time, 7-Eleven stores will also sell various The Simpsons products, such as Squishees, Buzz Cola […]
Tags: 7-Eleven, The Simpsons, Twentieth Century Fox, marketing co-operation, strategic partnership, co-promotion, co-op_examples
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Most marketing co-operations in Q1 2007 were set up to boost sales
Simon_NDT // July 23rd, 2007
According to results of an ongoing market screening by Noshokaty, Döring & Thun most marketing co-operations in Q1 2007 were set up to boost sales.
Source: On-going market screening by Noshokaty, Döring & Thun
Tags: study results, marketing co-operation, strategic partnership, co-marketing, co-sales, co-op_facts
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Major mobile phone makers, mobile network operators and MasterCard have teamed up for joint development initiative
Philippe_NDT // July 19th, 2007
Nokia, Samsung Electronics and LG Electronics have teamed up with MasterCard and more than 20 national/international mobile operators (among them China Mobile, Vodafone, BellSouth Corp, Telefonica, Orange, SFR, O2) to develop a global standard for electronic wallets in mobile phones. This initiative will create without doubt great value for consumers as it will enable them […]
Tags: Nokia, Electronic wallet, mobile phone, marketing co-operation, strategic partnership, co-op_articles
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Consumer credits at drugstores - Deutsche Bank co-operates with Rossmann
Susanne_NDT // July 12th, 2007
In May, Deutsche Bank teamed up with Rossmann, a German drugstore chain. The result is the joint consumer credit product Rossmann Wunschkredit – a Deutsche Bank white label product distributed through Rossmann’s distribution network of over 1.200 branches in Germany.
This is not the first co-operation of this kind. Co-operations with retail chains such as supermarets, […]
Tags: Rossmann, Deutsche Bank, Tchibo, DBA, Lidl, Retail, marketing co-operation, strategic partnership, co-sales, co-op_examples
Comments: 2
Mattel’s Barbie partners with Bonne Bell
Susanne_NDT // June 25th, 2007
Hi there, here is something quite new: Mattel’s Barbie has announced a partnership with cosmetics brand Bonne Bell. Together they plan a new beauty/make-up brand aimed at girls ages 6 to 9. The new product line will go to market in 2008. Further information is available on: http://www.shareholder.com/mattel/news/20070618-249285.cfm
Tags: Mattel, Barbie, Bonne Bell, marketing co-operation, strategic partnership, co-op_examples
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What are the reasons for failing marketing co-operations?
Susanne_NDT // June 25th, 2007
Most marketing co-operations fail due to either a lack of resources or a lack of continuous project management.
Source: German study among top management decision makers by SEMPORA Consulting and Noshokaty, Döring & Thun
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, Sempora, co-op_facts
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Mobile phones go “bling” - with a little help from luxury brands!
Susanne_NDT // June 18th, 2007
More an ongoing trend than breaking news. It all began with the launch of the Vertu collection in 2002. At that moment, mobile phone manufacturers apparently realised the high potential of the luxury market. And what’s the most effective and fastest way to tap it? To work with established luxury brands, […]
Tags: prada, Ferrari, Motorola, Porsche, Sagem, BENQ, Vertu, D&G, Bang & Olufsen, Samsung, LG Electronics, marketing co-operation, strategic partnership, co-op_articles
Comments: 3
E.A. and H&M kick off The Sims 2 H&M Fashion Runway
anne // June 7th, 2007
Hi everybody. I’m a product manager in France and I’ve just discovered your blog. Congrats for the concept, it’s very interesting! Actually I was wondering if you’ve heard about the recent co-operation between E.A. and H&M to launch The Sims 2 H&M Fashion Runway? The rules are quite simple: participants get the chance to dress […]
Tags: E.A., H&M, Sims, Fashion, marketing co-operation, strategic partnership, co-op_examples
Comments: 1
Motorola & Napster launch music flatrate for handhelds
Leeroy // June 2nd, 2007
Congratulations - I really like the idea of mesh-box (what a cool name…). I am a marketing professional in the telco industry and I really have to admit that marketing cooperations in our company have beocme a really hot topic within the last months…looking forward to the further development of mesh box
My current favourite example […]
Tags: Motorola, mobile phone, Napster, marketing co-operation, strategic partnership, co-op_examples
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Nike & Foot Locker open basketball retail stores
Jan_NDT // June 1st, 2007
Nike and Foot Locker have announced to jointly open up to 50 basketball retail stores in the
U.S. over the next three years. The stores will be called “House of Hoops by Foot Locker” and will offer exclusively Nike,
Jordan and Converse basketball footwear, apparel and equipment products.
Nike will strengthen its position in the basketball […]
Tags: Nike, Foot Locker, marketing co-operation, strategic partnership, co-op_examples
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Focus on the consumer, create the marketplace, and deliver elevated brand experiences
Simon_NDT // May 29th, 2007
How to create successful partnerships? “Focus on the consumer, create the marketplace, and deliver elevated brand experiences.”
Source: Charles Denson, President of the Nike brand on the partnership with Foot Locker. For further details on the partnership with Foot Locker, see Nike’s press release.
Tags: Nike, Foot Locker, quote, marketing co-operation, strategic partnership, co-op_facts
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Strong trend for marketing co-operations continues
Simon_NDT // May 16th, 2007
Within the first three months of 2007, approximately 160 pan-regional co-operations have been established in Germany.
Source: On-going market screening by Noshokaty, Döring & Thun
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, co-op_facts
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Two of three marketing co-operations fail
Simon_NDT // May 7th, 2007
Source: German study among top management decision makers by SEMPORA Consulting and Noshokaty, Döring & Thun
Tags: study results, marketing co-operation, strategic partnership, Noshokaty, Döring & Thun, Sempora, co-op_facts
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China Mobile & Google
Simon_NDT // April 30th, 2007
Early this year, the world’s largest mobile telecommunications carrier (by subscribers) and the world’s most popular search engine have teamed up to provide mobile and Internet search services in China (see for press release http://www.google.com/press/annc/mobile_zh.html).
The co-operation’s first offspring is a search feature on China Mobile’s portal for PDA and smart-phone handheld devices named “Monternet” ( […]
Tags: China Mobile, Google, marketing co-operation, strategic partnership, co-op_examples
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Lenovo & NBA
Tosson_NDT // April 30th, 2007
In October last year, USA’s National Basketball Association (NBA) and Lenovo announced a multi-year global marketing partnership. Levono is now the “Official PC of the NBA” with marketing rights in both the United States and China.
According to Levono’s press release “the NBA will integrate Lenovo products into all facets of league operations”. NBA and Lenovo […]
Tags: Lenovo, NBA, marketing co-operation, strategic partnership, co-op_examples
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Coke & iTunes
Jan_NDT // April 30th, 2007
Three months after Steve Jobs announced Apple’s partnership with Nike 2006 (http://www.apple.com/pr/library/2006/may/23nike.html), Apple has teamed up with Coke for a major music promotion across Europe.
Coca-Cola started to include vouchers inside some of their drinks packs for more than 70 million free iTunes downloads. And in Germany Coke gave away an iPod every hour for eight […]
Tags: Apple, Coke, iTunes, marketing co-operation, strategic partnership, co-op_examples
Comments: none yet
Apple & Nike
Susanne_NDT // April 30th, 2007
This marketing co-operation is not “breaking news”. I know, but I believe it still worth discussing; especially as it is unmistakably producing a variety of interesting innovations. According to the Guardian, it might “for some people be the perfect marriage of design, athleticism and entertainment, to others a posh pedometer that you put in your […]
Tags: Apple, Nike, marketing co-operation, strategic partnership, co-op_examples
Comments: 6
