The brand crossovers are getting weirder

"Brand crossovers are everywhere right now - and getting weirder. Kate Spade released crossbody bags in the form of giant Heinz ketchup packets. Urban Outfitters released a back-to-school dorm collection with Chipotle that included a lamp shaped like a bag of chips and a metallic blanket that lets you wrap yourself up like a burrito. And Tecovas released $345 cowboy boots made with the same red vinyl used for Chili's restaurant booths and stamped with chili peppers, of course."

"While collaborations like this aren't new, branding experts said the recent - and unexpected -crossovers show just how hard it is for brands to break through the noise. Capitalizing on another brand's "cool" can up the cultural relevance of both - but they have to watch for pitfalls. "We have so much information coming at us every which way from our phones and laptops and everything in between," said Anna Crowe, brand strategist and CEO of Crowe PR. "So we see these brands coming together to really create this unique, dynamic effect and get the attention of customers.""

Brand crossovers are increasing in unexpected and unconventional ways, combining fashion, food, and lifestyle elements into novelty products. Such partnerships can broaden customer bases by tapping into each brand's audience and leveraging another brand's perceived cultural cachet. Collaborations that share a natural through-line tend to perform better and feel authentic to consumers. Experts note that crowded media landscapes push brands toward dynamic, attention-grabbing joint projects. Emotional resonance and nostalgia often underpin successful crossovers, but brands must remain cautious about mismatched pairings and potential brand dilution when pursuing attention through collaborations.

Read at Business Insider