22 tech companies including Nokia, Samsung and Sony have partnered to launch the In-Location Alliance, an organization aimed to improve indoor positioning and market adoption of related services as well as to drive innovations.
Virgin America has tasked Banana Republic to design a new uniforms for the airline’s 2,000 workers and this summer it goes live.
MINI and PUMA have become partners for several years to launch collections of clothing, shoes and accessories fusing iconic styles of the both brands.
Gap’s Banana Republic has teamed up with Condé Nast Publications’ Bon Appétit as well as with the online restaurant reservation service OpenTable to launch a new summer apparel collection. The promotion called Desk to Dinner is slated to begin next week and will encompass print ads, direct mail, e-mail, digital content and social media including an Open Table blog, Dining Check.
Google's YouTube has announced a new platform for marketers dubbed Video Creation Marketplace. It will connect content creators on YouTube with marketers or agencies rolling out viral campaigns.
BMW and Toyota have announced an extension of their existing collaboration focused on the development of ecological technologies first launched in December 2011.
The fan communities of Nike are Levi’s have been united by great news—the two apparel giants have collaborated on a new collection, which will arrive in stores across the globe in mid-summer. The new line of high performance denim for skateboarding marries the style and approaches of the two apparel gurus. According to the note on the official Nike website, “the 511 Skateboarding is built specifically for skateboarders and integrates Nike’s innovative Dri-FIT and vectran technologies, coupled with Levi’s timeless design, meticulous craftsmanship, and popular fit of the 511 Skinny.”
Short-term partnerships are popular branding exercises to create excitement and exposure. But ultimately so is building long-term value and finding the right brand fit to maximise this is not always easy.