For example: Nike and Ipod, announced a partnership, which resulted in forming a coopetitive alliance of co-branding named “Nike+Ipod”. Just do it vs. Just don’t. But when they tried to introduce Harley-Davidson perfume and aftershave in the 1990s, fans revolted. Is the LEGO plastic made from some petroleum derivative? In short, when it comes to the benefits of a brand partnership, the cup runneth over. Ideally, co-branding should result in the whole being greater than the sum of the parts. While the U2/Apple partnership hit a sour note, a brand collaboration between rideshare app Uber and music streaming service Spotify was music to both companies’ executives’ ears. Intel as a processor is known for its computing power and hence is assumed to be far above the rest. H&M. In one of the more unique brand partnerships in recent time, the sci-fi brand paired with a major makeup company to introduce a line of nail polishes, lipsticks, and mascaras in the months leading up to the release of Star Wars: The Force Awakens. Devices like the iPod, iPhone, iPad, and Apple Watch have changed personal digital devices forever. We laugh at them, roll our eyes, and wonder how anyone could think the strategy would work. Because it held too tightly and too long to its previous purpose: a sleep aid before bed. Earlier in this post we talked about PepsiCo’s failure with the Pepsi brand. “Very likely,” she says, “a partnership that failed was doomed even before liftoff.”. Customers were outraged, and Twitter users called the company out for its lack of cultural sensitivity. The classic ketchup brand Heinz and the world's most eaten fries from McDonalds. Now, we’re going to look at one of the other brands they own, Tropicana, another rebranding example gone wrong. This was a campaign that helped launch the singer’s solo career, and the ad also gave the brand the attention it needed … The solution? Not only that, brand partners must also have similar cultures, values and customer bases. Yes, I want more traffic Android was the craze at that point of time and Nokia tied up with Microsoft instead of Android which caused redundancy in the brand as … Cosmopolitan is the world’s most popular international women magazine. Stick a Fork in Them, They’re Done – Biggest Brand Failures of 2017. “Star Wars has a bit of a Midas touch with brand partnerships,” says Guttmann. They spent $1.4 billion for the company, which boasted alternative and natural flavorings, along with the lovely and charismatic Snapple Lady. This collaboration actually failed on an executive level. Discover popular co-branding failure examples here. For decades the partnership was a success, but as LEGO toys emerged from the basement and became a global children’s entertainment brand, Greenpeace noticed this partnership and believed that it was not quite right for children to play with toys that display the name of a petroleum company that had a history of questionable environmental practices and was pursuing aggressive oil drilling in the arctic. It seems like a match made in heaven, right? Page says that, at first glance, this partnership certainly seemed to make sense to both brands: LEGO enjoyed distribution while Shell received positive brand association. While the outcome is more of a failure … All of a sudden, my brand love for LEGO starts to erode.”. John Mellencamp. 6 Examples of Bad Branding. About the Author: Sherice Jacob helps businesses improve web design, performance, and conversions at iElectrify.com. “ Star Wars has a bit of a successful Coca-Cola campaign was their 2012 Super Bowl commercial LEGO... 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