Crazy brand collaborations are exploding: this is why they work
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Crazy brand collaborations are exploding: this is why they work
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Narrated by:
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By:
Pokemon. Meatball lollipops. 17th Century silk traders. In this episode, Contagious explores weird and wonderful brand collabs, why they’re so effective, how to use them as a shortcut to cultural relevance and which brands are doing them well.
Discover the psychology behind ‘optimal incongruence’, how brands like Supreme and Crocs turned collaborations into a business model, and why technology has raised the cultural bar for collabs.
Along the way, we dive into:
- The science behind why bizarre collaborations capture attention
- The rise of ‘luxury fan fiction’ and AI-generated fake collabs
- How music and fashion pioneered modern collaboration culture
- Why some collabs fail while others become cultural phenomena
- The most unlikely brand collabs, from logistics streetwear to cheese jewellery
- What are the hidden risks, failures and audience backlash brands often underestimate
- The connection between Queen Charlotte of Mecklenburg-Strelitz, Betty Crocker and Rick Rubin
If you work in marketing, you should almost definitely subscribe to Contagious IQ - an intelligence platform that helps brands and agencies supercharge their creativity by learning from the world's most impactful brands, campaigns and trends.
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