Partnership often seems to be a counter-intuitive act in the world of the brands. As any marketing person will tell you, successful brands thrive on differentiation and relevance. So why bother with collaboration, co-branding or attempts at getting disparate brand personalities to find common ground?
The world probably needs another blog on brands about as much as it needs another brand. This may sound a bit ironic coming from one who makes his living from helping companies manage their brands. But perhaps there is another way to see beyond the thin veneer of coolness, money-making machinery and nice slogans that brands have become.