Co-Branding

If you've been out jogging with your Nike-iPod then you're up to speed on co-branding. Now here's another example of two strong brands joining forces in a way that may be unexpected but which brings both brands into new territory. Mattel's Barbie is entering a co-branding deal with Estee Lauder's MAC to create a new line of cosmetics aimed at women who grew up with Barbie dolls, and want to carry that icon into adulthood.

This deal shows how the lines between the child, the adolescent, and the adult are progressively blurred by a product concept that defines a new hybrid market space and in so doing, also defines a new business model.

If it's successful you can expect many imitators. Then again, if you think about it for a minute you may discover that these blended business models are not so easy to figure out. Think of a brand you admire, and then try to come up with a co-branding scheme with another brand. It's not so eay to do, but a useful exercise when you're managing a brand and looking to protect it, or extend it into new territory.