Working together, everyone wins

Co-opetition is not a new trend, but absolutely a development of today’s marketing communications,” according to Anders Parment, business and economics researcher who specialises in brand development and marketing. He sees clear advantages in businesses with similar customers working together to create joint offers.
“Customers certainly appreciate the benefits,” he says naming charter travel as a prime example. Travel packages with accommodation are more convenient than organising your own flights, transfers and hotels.
“Who you actually fly or travel with doesn’t matter. What is important though is whether your travel is comfortable, meets your expectations and is troublefree,” says Anders Parment.
Co-branding is when two or more brands join forces, a concept that is increasingly common. The goal is to be heard and seen in today’s blur of ads, banners and slick messages.
“Our world is flooded with information. We have to find new and smarter methods for communicating with customers,” says Anders Parment.
All organisations and businesses should be interested in allying themselves with strong brands, he says.
And not just to reach more customers.
“The right strategy will strengthen your brand too. You know you’ve succeeded when a customer spontaneously asks for your product or services, without having to chase the customer,” says Anders Parment.

Is there a risk that collaboration will damage all participating brands?

“Working together creates both opportunities and risks. But when it’s done correctly, everyone benefits.”