“Brands can buy media all day to drive reach, but spend alone can’t manufacture love.”
Our VP of Client Service & Strategy, Jeremy Ekes, gets to the heart of brand collaborations in his conversation with Modern Retail’s Julia Waldow.
We saw Barbie pink take over everything, followed by a wave of Wicked-inspired merchandise in every shade of Glinda and Elphaba. Now, cult-favorite book series “ACOTAR” is getting the licensing treatment, with collaborations spanning fashion, beauty, and beyond.
But tapping into a beloved franchise doesn’t automatically earn a brand the same love.
As Jeremy explains, literary fandoms are uniquely intimate. Readers have spent years building personal connections with these characters and worlds, and they can spot the difference between authentic and opportunistic.
For brands, the opportunity is huge, but so are the expectations. Get it right, and you earn the loyalty of a passionate fanbase. Get it wrong, and that same fanbase can become your toughest critic.
For Jeremy’s advice on how brands can get these collaborations right, read the full Modern Retail article here