Commentary
The New Bedfellows: Solaray's Logic of Brand Partnerships
- by Steve Smith , Staff Writer @popeyesm, September 27, 2024
Does the current wave of cross-brand, cross-category co-branding represent a new stage of culture surfing among marketers? Is it just a response to customer acquisition challenges? Or is it a last gasp for branding as we have known it – more spaghetti on the wall to combat the decline of brand power altogether? Former Gucci and Jetsetter marketing exec Michael Crooks brought serious crossover energy to his current gig as VP of Marketing at supplements brand Solaray. And he has been thinking hard about how his brand intersects with travel, luxury and more.
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Steve Smith is Editorial Director of Events for MediaPost