{"id":3309,"date":"2025-02-03T17:51:26","date_gmt":"2025-02-03T17:51:26","guid":{"rendered":"https:\/\/getleadster.com\/blog\/?p=3309"},"modified":"2025-02-05T23:31:52","modified_gmt":"2025-02-05T23:31:52","slug":"how-to-do-cross-branding-and-co-branding-complete-guide-and-7-examples","status":"publish","type":"post","link":"https:\/\/getleadster.com\/blog\/how-to-do-cross-branding-and-co-branding-complete-guide-and-7-examples\/","title":{"rendered":"How to Do Cross-Branding and Co-Branding? Complete Guide and 7 Examples"},"content":{"rendered":"\n<p><strong>Have You Heard About Cross-Branding and Co-Branding?<\/strong> These strategies have been used by major brands for years, and now, with digital marketing, they are becoming increasingly accessible.<\/p>\n\n\n\n<p>Every day, hundreds of brands are launching joint research, reports, and all kinds of materials. To launch such materials, <strong>special attention must be paid to the branding of both brands.<\/strong><\/p>\n\n\n\n<p>But how does it work? How do the visual and editorial identities of the two brands align? That\u2019s what we\u2019ll discuss in this article, with examples to make everything clearer.<\/p>\n\n\n\n<p><strong>At the end, we\u2019ll also dive into the macro strategy <\/strong>behind these two concepts. Let\u2019s get started!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Cross-Branding?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/05\/image-4.png\" alt=\"\" class=\"wp-image-2062\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/05\/image-4.png 750w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/05\/image-4-300x160.png 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>Cross-branding refers to a <strong>campaign, product, or service developed by two brands <\/strong>that appear together in materials and jointly promote them.<\/p>\n\n\n\n<p>But with one crucial detail: branding.<strong> In marketing these materials, products, or services, both brands are prominently displayed\u2014<\/strong>using their logos, colors, concepts, and writing styles, all of which constitute their branding.<\/p>\n\n\n\n<p>Cross-branding is an excellent strategy to bring more visibility to any campaign. Instead of communicating only <strong>with your audience, you also engage with your partner brand\u2019s <\/strong>audience.<\/p>\n\n\n\n<p>Strategic reasons for implementing cross-branding often include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Low market penetration:<\/strong> A lesser-known brand partners with a more established one to reach more consumers.<\/li>\n\n\n\n<li><strong>New target audience:<\/strong> Similarly, a well-established brand can collaborate with a new market entrant that has a niche audience. This way, the newer brand gains market share, while the established one engages with a different demographic.<\/li>\n<\/ul>\n\n\n\n<p>Cross-branding can take various forms. The most common examples include traditional methods like <strong>videos, print media, and billboards.<\/strong><\/p>\n\n\n\n<p>Here is a clear example of what cross-branding is: GoPro and RedBull, in 2012, broke records that didn\u2019t even exist when they teamed up to create the RedBull Stratos campaign.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"GoPro: Red Bull Stratos - The Full Story\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/dYw4meRWGd4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Felix Baumgartner, an Austrian skydiver, jumped from a height of 39.2 kilometers. The campaign won award after award, and to this day, no one has broken Baumgartner&#8217;s record.<\/p>\n\n\n\n<p>It\u2019s interesting to see how both brands operated with perfect synergy. Both support extreme sports and the philosophy of always pushing beyond your limits.<\/p>\n\n\n\n<p>In this case, RedBull gave wings to Baumgartner, and GoPro was the only one capable of filming him flying, with two cameras on his arms, two on his legs, and one on his helmet of the pressure suit.<\/p>\n\n\n\n<p>\ud83d\udd0e Read also: The 12 Best Brand Archetypes to Attract Customers<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Be Alike or Be Together<\/h3>\n\n\n\n<p>The GoPro and Red Bull collaboration was a perfect match. Both brands target similar audiences and convey similar messages.<\/p>\n\n\n\n<p>Beyond branding, their practical goals were also met with great success. What did Red Bull gain from this campaign? Content that reinforced its message. And GoPro? The same.<\/p>\n\n\n\n<p><strong>What did they achieve together?<\/strong> The highest-quality footage and a 360\u00b0 video of Earth from a skydiver\u2019s perspective jumping from near space.<\/p>\n\n\n\n<p>No one had ever done this before\u2014neither the jump nor the filming. When two pioneering, boundary-pushing brands come together, their reputations and credibility soar.<\/p>\n\n\n\n<p>Years later, people still remember this joint cross-branding campaign, and the target audiences of both brands feel even more connected to them.<\/p>\n\n\n\n<p>Another very creative example is all the commercials produced by Adult Swim using the series <em>Rick &amp; Morty<\/em>:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Rick and Morty | All Commercials (PS5, Pringles, Instagram, Wendy&#039;s)\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/dK3fVf5U8DM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>It\u2019s eight minutes long, but it\u2019s definitely worth watching to understand the nuances of co-branding.<\/p>\n\n\n\n<p>In some commercials, the commercial style and dialogue are 90% <em>Rick &amp; Morty<\/em> and 10% of the brand. In others, the dynamic changes: the brand has much more control, and the show\u2019s acidic and sarcastic style takes a back seat.<\/p>\n\n\n\n<p>Even the animation style changes. Some commercials use the characteristic animation style of the show. Others, like in the case of <em>The Simpsons<\/em>, use a 50\/50 approach. And in cases where the brand is more conservative, only the voice of the actor who plays Rick is used.<\/p>\n\n\n\n<p>What\u2019s interesting is that these commercials are very popular. This video is even a compilation made by fans. But these examples of co-branding work best when the creators&#8217; freedom is respected in the partnership.<\/p>\n\n\n\n<p>There are several calculations you need to make in a cross-branding campaign. <strong>Now that you\u2019ve seen some examples, would you like to learn more about how to plan one?<\/strong><\/p>\n\n\n\n<p>\ud83d\udd0e Read also: 34 Tools for Digital Marketing Agencies to Use Daily<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the Difference Between Cross-Branding and Co-Branding?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Extra-o-que-e-um-ROI-de-SEO.webp\" alt=\"\" class=\"wp-image-2380\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Extra-o-que-e-um-ROI-de-SEO.webp 750w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Extra-o-que-e-um-ROI-de-SEO-300x160.webp 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>Cross-branding, as you can see, is a combination of the branding of two brands for the launch of a specific campaign made together. We understand that, right?<\/p>\n\n\n\n<p>In co-branding,<strong> two brands work together to create a new product.<\/strong><\/p>\n\n\n\n<p>I\u2019ll use an example that will make everything even clearer. Since we\u2019re in the <em>Rick &amp; Morty<\/em> mood, take a look at this product developed together with Pringles:<\/p>\n\n\n\n<p>Notice how the visual identities of the two brands are completely different from each other. But both worked together, making a true fusion of visual elements, and<strong> created a new product with a jointly developed branding.<\/strong><\/p>\n\n\n\n<p>However, in some cases, brands create products together that don\u2019t carry the identity of either participant. An example: there is a documentary platform called Nebula, created by YouTubers specializing in history, science, music, and art.<\/p>\n\n\n\n<p>This platform is independent and maintained by the YouTubers themselves. They, together, developed a product \u2013 <strong>co-branding.<\/strong><\/p>\n\n\n\n<p>But this product doesn\u2019t carry the visual or editorial identity of any of the developers. Each one of them has their own visual identity, their own way of speaking, and their own way of using visual elements.<\/p>\n\n\n\n<p>But the Nebula platform has its own branding, independent, developed in partnership. <strong>That\u2019s why it\u2019s \u201cco,\u201d for together, and not \u201ccross,\u201d for crossing.<\/strong><\/p>\n\n\n\n<p>When the YouTubers run campaigns on their channels about Nebula, they use their own graphical and textual elements. And in the platform\u2019s own campaigns, it uses its standardized and unique visual identity.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/getleadster.com\/lead-generation-strategies-with-chatbots\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"353\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1024x353.webp\" alt=\"\" class=\"wp-image-2674\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1024x353.webp 1024w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-300x103.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-768x265.webp 768w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog.webp 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">How to Plan a Cross-Branding Campaign?<\/h2>\n\n\n\n<p>Before anything else:<strong> to execute a cross-branding action, you\u2019ll need intense communication with the brand<\/strong> you\u2019re collaborating with.<\/p>\n\n\n\n<p>The examples we\u2019ve shown are extreme because they involve gigantic brands, with marketing teams larger than entire companies.<\/p>\n\n\n\n<p><strong>The cross-branding you\u2019ll encounter in your daily life will be on a smaller scale.<\/strong> A live session with representatives from two companies, an action on Twitter, a collab on Instagram, an e-book with both brands, etc.<\/p>\n\n\n\n<p>All of this is also cross-branding. In fact, many marketing professionals reading this article might have already done this kind of work without even knowing the name, as such actions are so common.<\/p>\n\n\n\n<pre class=\"wp-block-verse\">\ud83d\udd0e Also read: <a href=\"https:\/\/getleadster.com\/blog\/small-business-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">28 Marketing Strategies for Small Businesses<\/a><\/pre>\n\n\n\n<p>Cross-branding operates in many ways and from many angles. That\u2019s why strategy and communication are so important. Now, we\u2019ll show you the key points to consider when running a co-branding campaign.<\/p>\n\n\n\n<p>Let\u2019s start with the objectives:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why Are the Two Brands Working Together?<\/h3>\n\n\n\n<p>Before you start thinking about how to execute cross-branding, you also need to consider the justification for the partnership.<\/p>\n\n\n\n<p>The question is exactly this: why are these two brands coming together for an action?<\/p>\n\n\n\n<p>The example of GoPro and Redbull makes this very clear: their ideals are similar, and their communication style is too. The entire concept behind the brands \u2013 going beyond, discovering the new, pushing your limits, living a full life \u2013 aligns.<\/p>\n\n\n\n<p>When you\u2019re working with another brand on cross-branding, you need to go far beyond visual identity resources. A partnership means that both brands agree on their messages and concepts.<\/p>\n\n\n\n<p>In short: <strong>you will never see an action from Greenpeace with Shell.<\/strong> Think in these terms before defining a cross-branding partnership.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Strategy of Cross-Branding<\/h3>\n\n\n\n<p>Before launching a cross-branding campaign,<strong> you need to understand what common and distinct points your brand and your partner have.<\/strong><\/p>\n\n\n\n<p>And how they can interact together to achieve the maximum possible reach.<\/p>\n\n\n\n<p>For example: your brand has been doing local commercials for 10 years with the same actress and regularly launches catchphrases that are even used in the daily lives of people in your region.<\/p>\n\n\n\n<pre class=\"wp-block-verse\">\ud83d\udd0e Also read: <a href=\"https:\/\/getleadster.com\/blog\/brand-persona-and-buyer-persona\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brand Persona and Buyer Persona - Differences and How to Develop Each One<\/a><\/pre>\n\n\n\n<p>And the brand you are partnering with has a recent tradition of launching Instagram reels, all with great views.<\/p>\n\n\n\n<p>You notice that the message of the two brands is quite similar, but at the same time, it\u2019s clear that the audience is different: one is local, the other is national.<\/p>\n\n\n\n<p>The challenge here is to find a way for both brands to strategically interact. One handles TV advertising, the other uses the same concept and text in reels and posts on Instagram, <strong>maintaining brand unity.<\/strong><\/p>\n\n\n\n<p>And speaking of that:<\/p>\n\n\n\n<p>Standardization of the style guide<\/p>\n\n\n\n<p>While copywriting is not always as standardized in companies, design and visual identity are the opposite.<\/p>\n\n\n\n<p>Typically, <strong>you will find a very detailed brand manual from the partner brand,<\/strong> and it must be followed to the letter.<\/p>\n\n\n\n<p>The information you will find will vary, but it usually includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Size and positioning of the logo;<\/li>\n\n\n\n<li>Colors;<\/li>\n\n\n\n<li>Alternative color schemes;<\/li>\n\n\n\n<li>How to use the brand name;<\/li>\n\n\n\n<li>Spacing.<\/li>\n<\/ul>\n\n\n\n<p>Among various others. Here\u2019s an example of the visual identity from TOTVS:<\/p>\n\n\n\n<p>Here, the brand shows three ways to use the logo: any other use is wrong and will be blocked by the design team.<\/p>\n\n\n\n<p>In cross-branding actions,<strong> everything depends on the agreement between the two brands. <\/strong>Which visual identity will prevail? Sometimes mixing them simply doesn\u2019t work \u2013 the colors don\u2019t fit, the styles don\u2019t blend.<\/p>\n\n\n\n<p>But regardless of the agreement, both brands need to be respected, <strong>and their distinct elements must be easily identifiable.<\/strong><\/p>\n\n\n\n<p>The style guide, the partner company\u2019s brand manual, must be consulted during the creation of materials and during the review process as well.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Complete Briefing Document<\/h3>\n\n\n\n<p>This is the most important point of any cross-branding action:<strong> the briefing, or what we\u2019re going to do together.<\/strong><\/p>\n\n\n\n<p>There\u2019s no rule for how to create a briefing. Each company, agency, or marketing department creates its own as it sees fit.<\/p>\n\n\n\n<p>The important thing is to do it. The briefing needs to include details like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The materials to be produced;<\/li>\n\n\n\n<li>The nature of the partnership;<\/li>\n\n\n\n<li>Who posts what and when;<\/li>\n\n\n\n<li>The expected goals and relevant KPIs;<\/li>\n\n\n\n<li>The deadlines for each material.<\/li>\n<\/ul>\n\n\n\n<p>This is the minimum that needs to be included in any briefing. If you want some ready-to-use briefing examples, we\u2019ve already developed several in this article, just click and download them for free!<\/p>\n\n\n\n<p>How to create a co-branding campaign?<\/p>\n\n\n\n<p>Creating a co-branding campaign has two main branches, as you\u2019ve already identified here: <strong>the fusion of visual identities in the new product or the creation of a neutral product.<\/strong><\/p>\n\n\n\n<p>This is the key point you need to define early on in your action.<\/p>\n\n\n\n<p>If the co-branding product uses a completely new identity, it\u2019s interesting to define together what it will look like, so that the spirit of collaboration among the art team results in the best possible outcome.<\/p>\n\n\n\n<p>Now, in the case of merging both brands into a single product, this work can only be done with much collaboration and respect for both brands. What we mentioned about how to do cross-branding visually applies here too.<\/p>\n\n\n\n<p><strong>We can\u2019t offer you a step-by-step for how to do co-branding <\/strong>beyond what we\u2019ve already shown you. You\u2019ll need to see the briefing to understand what you&#8217;re going to do.<\/p>\n\n\n\n<p>But let\u2019s take this opportunity to talk about something we haven\u2019t yet discussed: the standardization of writing. Look:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Standardization of Writing<\/h3>\n\n\n\n<p>In a co-branding action, a completely new writing style will emerge from the fusion of each brand\u2019s editorial identities.<\/p>\n\n\n\n<p>In these cases, it\u2019s important that both brands work together, understanding how their writing complements each other to create this new style.<\/p>\n\n\n\n<p>Large brands, especially those that produce a lot of digital advertising content, often have a style guide for copywriters.<\/p>\n\n\n\n<p>TOTVS, for example, is one of these companies. It has a voice and language guide that should always be followed in any action.<\/p>\n\n\n\n<p>However, most smaller brands don\u2019t have anything like that or even something similar. What they have are people who\u2019ve worked on their actions for so long that they\u2019ve created an informal guide, just in the heads of the copywriters.<\/p>\n\n\n\n<p>Start small: hold a meeting. In it, the copywriters explore how the two brands communicate. Once aligned,<strong> one company reviews the other\u2019s work before releasing the material for production.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Are all Brand Partnerships Cross-Branding?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1.webp\" alt=\"\" class=\"wp-image-2592\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1.webp 1024w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1-300x160.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1-768x410.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Not all brand partnerships are necessarily cross-branding. <\/strong>There are several types of partnerships, including supply partnerships.<\/p>\n\n\n\n<p>For example, the butcher that sells meat to a hamburger shop is a supply partner. But that\u2019s not co-branding, cross-branding, or co-marketing; it\u2019s just a commercial relationship.<\/p>\n\n\n\n<p>Companies enter partnerships for various reasons. But when this partnership involves some very specific aspects, it becomes co-branding.<\/p>\n\n\n\n<p>Let\u2019s talk a bit more about this topic in the next sections, take a look:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is Collaborative Content Cross-Branding?<\/h3>\n\n\n\n<p>Most of the time, yes. <strong>Cross-branding is a joint branding effort, remember?<\/strong><\/p>\n\n\n\n<p>So, if the collaborative content is developed by two brands and both want credit for its development, it\u2019s necessary to do branding for both in the final result.<\/p>\n\n\n\n<p>The GoPro and RedBull example makes it clear how collaborative content is usually cross-branding. There, no service or product is being developed, just content.<\/p>\n\n\n\n<p>But this content includes both brands\u2019 branding. GoPro appears in the video with a watermark and other highlights for its logo, and the graphic elements used feature elements from both RedBull and GoPro.<br>So, never forget the branding in cross-branding. For it to be an action like this, <strong>both brands need to appear with their visual, conceptual, and linguistic elements <\/strong>in the final result.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is a Joint Campaign Cross-Branding?<\/h3>\n\n\n\n<p>In some cases, yes, in other cases, no. Two brands can very well launch separate campaigns, each with its own visual and editorial identity, for the same products sold in the same store.<\/p>\n\n\n\n<p>This is very common in influencer marketing. Brands involve several influencers at once in a big campaign, but the visual elements are completely different from one influencer to another.<\/p>\n\n\n\n<p>And the brand\u2019s own campaign may be completely different from anything the influencers are producing.<\/p>\n\n\n\n<p>It\u2019s always good to remember <strong>that cross-marketing involves visual elements. <\/strong>Two brands are doing branding together, using elements from both.<\/p>\n\n\n\n<p><strong>Running a joint campaign is co-marketing,<\/strong> but not necessarily cross-branding, and definitely not co-branding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s the Difference Between Cross-Branding and Co-Marketing?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Como-elaborar-um-relatorio-com-o-ROI.webp\" alt=\"\" class=\"wp-image-2379\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Como-elaborar-um-relatorio-com-o-ROI.webp 750w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/08\/Como-elaborar-um-relatorio-com-o-ROI-300x160.webp 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>The two concepts have more similarities than differences. In fact,<strong> cross-branding is a method within co-marketing.<\/strong><\/p>\n\n\n\n<p>Confused? It\u2019s simpler than it seems: all marketing efforts involving the collaboration of two brands are co-marketing.<\/p>\n\n\n\n<p>So, <strong>all cross-branding strategies are a form of co-marketing. <\/strong>But some co-marketing cases are not exactly cross-branding.<\/p>\n\n\n\n<p>Throughout the article, we\u2019ve mentioned some co-marketing cases that don\u2019t involve cross-branding. Joint research, a campaign involving several brands and influencers, etc.<\/p>\n\n\n\n<p>In general, we can define co-marketing efforts as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Co-marketing<\/strong> is when two brands do marketing together, regardless of what they do;<\/li>\n\n\n\n<li><strong>Cross-branding <\/strong>is when two brands do a campaign together, blending their branding or putting their products together in the spotlight;<\/li>\n\n\n\n<li><strong>Co-branding<\/strong> is when two brands develop a product together with a different branding;<\/li>\n\n\n\n<li><strong>Cross-merchandising<\/strong> is product-focused \u2013 where products are sold and need to appear together.<\/li>\n<\/ul>\n\n\n\n<p>All clear with the definitions? Let\u2019s continue:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brazilian Marketplaces do Co-Marketing Every Day<\/h2>\n\n\n\n<p>You know the biggest marketplaces in Brazil, right? Then you know they also heavily invest in content to get more and more sellers on their platform.<\/p>\n\n\n\n<p>These efforts are almost always co-marketing. The E-commerce Brasil website, for example, is a blog specialized in news about e-commerce and marketplaces. Often, these news come directly from big brands that send their articles.<\/p>\n\n\n\n<p>Carrefour Marketplace, Shoppe, Magalu, Mercado Livre, and all the biggest marketplaces in Brazil send promotions to their sellers every day, participate in events, lives, fairs, etc. Sometimes with the sellers, other times with the tools their customers use.<\/p>\n\n\n\n<p>All of this to create a large ecosystem of support for the sellers, who are the lifeblood of these marketplaces.<\/p>\n\n\n\n<p>This is co-marketing, but not cross-branding. You already know why, right? But it\u2019s worth reinforcing: it\u2019s co-marketing because it\u2019s done together. But it\u2019s not cross-branding because there\u2019s no visual standardization involving both brands.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Great Examples of Co-Branding and Cross-Branding<\/h1>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/09\/O-que-e-Growth-Marketing.webp\" alt=\"\" class=\"wp-image-2523\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/09\/O-que-e-Growth-Marketing.webp 750w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/09\/O-que-e-Growth-Marketing-300x160.webp 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>Did you manage to understand what cross-branding and co-branding are? Is the difference between the concepts and co-marketing clear?<\/p>\n\n\n\n<p>The difference is the same as content marketing and inbound marketing, for example. Inbound is the methodology, and content is a tool.<\/p>\n\n\n\n<p>Now we\u2019re all on the same page! Let\u2019s go to the best part of the article: checking out the best co-branding campaigns ever executed in the world. Take a look:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kanye and Adidas: Yeezy (co-branding)<\/h3>\n\n\n\n<p>Celebrities release shoes all the time. But Kanye is not just a celebrity, he\u2019s the embodiment of an idea, and one of the most famous people in the world.<\/p>\n\n\n\n<p>The Yeezy was launched alongside the album Ye, in 2015. See how the branding of both worked in creating a unique product with a visual identity that combines the essence of both brands:<\/p>\n\n\n\n<p>The interesting thing is that this shoe was launched during a major shift for Adidas. It had always been a brand focused on sports, but at this time, it was working to enter the streetwear world.<\/p>\n\n\n\n<p>Together with Kanye, the partnership took off, and today Adidas is recognized for much more than sports accessories.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Art of Travel: Louis Vuitton and BMW (cross-branding)<\/h3>\n\n\n\n<p>Luxury, luxury everywhere! This is the concept of the joint campaign launched by BMW and Louis Vuitton.<\/p>\n\n\n\n<p>The automaker developed the BMW i8, and Louis Vuitton designed 4 bags with a precise design to fit perfectly in the car\u2019s trunk.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 1 Card: Formula 1 Heineken and Porto Seguro Bank (co-marketing)<\/h3>\n\n\n\n<p>This had never happened before: Porto Seguro launched a card with Formula 1 car parts, for sports enthusiasts.<\/p>\n\n\n\n<p>Besides being a great campaign to expand its financial market, Porto Seguro also involved Formula 1 itself in this effort, securing an exclusive pre-sale batch for the 2023 Interlagos GP for cardholders.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=jXdt6zh6nWk\" target=\"_blank\" rel=\"noopener\">Watch the video<\/a><\/p>\n\n\n\n<p>Cross-branding and co-branding are some of the coolest actions your brand can take. The interaction is really fun, and you end up meeting amazing people in your field.<\/p>\n\n\n\n<p>Partnership speaks volumes. And if you have the opportunity to collaborate on something, you should absolutely try it. <\/p>\n\n\n\n<p>Let us know your experiences in the comments! <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/getleadster.com\/leadster-ai\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"365\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2.webp\" alt=\"\" class=\"wp-image-2672\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2.webp 980w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2-300x112.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2-768x286.webp 768w\" sizes=\"auto, (max-width: 980px) 100vw, 980px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Have You Heard About Cross-Branding and Co-Branding? These strategies have been used by major brands for years, and now, with digital marketing, they are becoming increasingly accessible. Every day, hundreds of brands are launching joint research, reports, and all kinds of materials. To launch such materials, special attention must be paid to the branding of&#8230;<\/p>\n","protected":false},"author":3,"featured_media":3333,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-3309","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts\/3309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/comments?post=3309"}],"version-history":[{"count":3,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts\/3309\/revisions"}],"predecessor-version":[{"id":3382,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts\/3309\/revisions\/3382"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/media\/3333"}],"wp:attachment":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/media?parent=3309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/categories?post=3309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/tags?post=3309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}