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Marketers know that strong brands typically benefit from consistency and the propagation of a clear brand identity

Marketers know that strong brands typically benefit from consistency and the propagation of a clear brand identity.

Kelvin van der Doe

Chief Growth Officer

Kantar

Kelvin.van.der.Doe@kantar.com

In recent years, however, many brands have sought to add an edge to their identity by entering into partnerships with other brands or designers. These so-called "collabs" trace their origins to the fashion and street culture world – where, in hopes of appealing to niche groups of young consumers, major brands such as Nike and Adidas have worked with more exclusive designers or music artists on a limited range of products. Nowadays this collaboration phenomenon is also extending into unexpected categories beyond apparel. For example, IKEA has cooperated with Sonos on a suite of speaker-furniture hybrid products, while a “collab” between Evian and Louis Vuitton / Off-White designer Virgil Abloh has led to bottles of water selling for hundreds of euros. Today more than ever, companies can partner with outside brands to broaden their own brands’ identities and increase brand value. It will be interesting to see which Dutch brands truly master this phenomenon in 2020.