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Over 90 percent of co-branding ventures fail.
That’s a frightening statistic that Martin Lindstrom spit out in a ClickZ post on co-branding in March of 2002. My guess would be that this hasn’t changed much in seven years.
Most brand alliances are formed with the best of intentions but by the time they are put into action appear forced and contrived. To put it more bluntly, they just don’t fit.
Recently, I spotted a co-
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