"This cultural bludgeoning was, of course, orchestrated. Today, not even large marketing budgets can achieve such ubiquity without help. Attention has become fractured."
"Only by partnering up, like Barbie did by collaborating with 165 brands last year, can a promotional campaign become truly inescapable. Wicked went even bigger, teaming up with over 400 brands."
"At a time when culture feels stagnant, collaborations help artists and brands generate an air of originality without having to innovate. This frisson of newness has often been enough to capture media attention and entice consumers."
"As commercial alliances have proliferated, their effect has diminished. Fatigue is setting in. Wicked participated in more than twice as many collaborations as Barbie, yet brought in only half its opening-weekend box-office take."
#brand-collaborations #marketing-strategies #cultural-trends #consumer-attention #entertainment-industry
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