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When two (or occasionally more) brands put their heads together and work on a project, something beautiful can happen. This is about two businesses combining skill sets, audiences and, normally, budgets while working to their respective goals.

What we're talking about ?

When two (or occasionally more) brands put their heads together and work on a project, something beautiful can happen. It might be as simple as featuring in each other’s newsletters, or as adventurous as making a new product together – the possibilities are almost limitless. It’s a complementary relationship as two businesses combine skill sets, audiences and, normally, budgets – all while working towards their own respective goals.   There’s a subtle difference between the terms ‘partnership’ and ‘collaboration’: a partnership is generally more formal and longer term, while a collaboration could be a one-off effort and might happen mostly behind the scenes. However, for the purpose of this piece, we’ll be using the terms interchangeably.

Association & Partnership

A partnership is an arrangement where parties, known as business partners, agree to cooperate to advance their mutual interests. The partners in a partnership may be individuals, businesses, interest-based organizations, or combinations.

May partner to increase the likelihood of each achieving their mission and to amplify their reach. A partnership may result in issuing and holding equity or may be only governed by a contract.

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