There have been many brand partnerships and extensions lately, but three of the newest ones have baffled me:
- Cheetos + bath dust — who wants to be Cheeto-colored in the tub?
- Crumbl + Dove — do you really want your cookie flavor associated with soap?
- Dunkin’ + Native — donuts and deodorant? What is the possible connection?
I’m all for collaboration and working with others, but some of these pairings make no sense to me. Before associating your name with another product or organization, look past the finances to see how it aligns with your values and reputation. Together isn’t always better.
