Why more brands need to collaborate

Collaboration is a potentially powerful strategy to enable marketing to scale its impact but few brands use it, says Adam Morgan of eatbigfish; he has a framework to help change that.

Writing in the November issue of Admap (topic: partnering for growth), he notes a recent Deloitte study suggested only 17% of CMOs collaborate inside their company, let alone outside it.

But marketers can learn lessons from two areas where, he says, “collaboration has genuinely become an integral part of a brand’s growth strategy”: the music industry and YouTubers.

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