Gabrielle Swanton

8:45 a.m.–9:30 a.m. PT — Wednesday, June 18, 2025

Product, Pop Culture, and Preparation: How Collaborations Drive Brand Equity

One of the largest shifts in the marketing industry over the past decade has been brand willingness for partnerships. While brands once avoided diluting their brand in favor of maintaining full control over a strong, independent presence, in 2025, that couldn’t be farther from the culture. With 71% of consumers now reporting delight for cobranded partnerships and the new product options they bring (PR Newswire) and some research suggesting brand collaborations can increase brand visibility as much as 30% (Tapfiliate), brands of all sizes should seek opportunities to partner with complementary brands and infuse pop culture where possible to drive increased brand equity. We’ll discuss what makes a good partnership opportunity, why the marketing is just as important as the meat of the collab, and best practices for brand partnerships at every step of the way.

Key Takeaways:

• Best-in-class brand collaboration case studies 
• Tips for end-to-end brand partnership creation
• Best practices for reporting value added