When Two Brands Are Better Than One: Part One

When the right two companies or brands join forces, amazing things can happen.  Figuring out the right way to partner up with another company is key to making a hybrid ad campaign work.

First things first one must determine whether the two products should be co-branded or co-marketed.

For today’s post we’re going to stick to co-branding.

Co-branding is basically when two products are united into one super-product, if you will. Think Doritos Locos Tacos – two like-minded companies (Doritos and Taco Bell) with similar demographics and flavor sets came together to enhance their respective brands by each attracting their own loyal customers to the other’s product.  It was a natural way for both companies to broaden their reach and create a new product that excited fans.


Click the link below to see some of the best co-branding examples from recent years:




Events Happening Now: Dark Circuits Festival

From June 14 through 23, 2014, Hans Tammen’s DARK CIRCUITS FESTIVAL features performers who work in contemporary electronic music practices such as circuit bending, no-input mixers, laptops, turntablism, analogue circuitry, network sniffers, live coding and soldering, plus other instruments we may have never heard of yet.


Take a look at the detailed schedule here: http://tammen.org/darkcircuitsfestival/

Performances and workshops are going on in all different locations across NYC and many of them are free! You should definitely check it out.


Artists Engaging Companies in Activism

As an independent artist, you may not feel ideologically aligned with large corporations, but your perspective, your experience, your art means something to many companies who seek true engagement with consumers’ passions.

Absolut Vodka has actively aligned itself with the arts and tried to engage in the social issues that its customers care about.

Here’s a tweet from last year lamenting the demise of the famed 5 Pointz graffiti park in New York City:


The tweet generated (121 retweets, 69 favorites) a substantial increase over the typical Absolut tweet (1-10 retweets, 1-5 favorites)!

It demonstrates that consumers are ready to welcome companies to join them in the issues they care about.  Art initiatives, in the case of Absolut and other brands looking to connect with millennials, is a natural common ground as artistic endeavors are always – to some extent – about connecting to fellow people, be it through graffiti art, film, poetry, or anything else.

So figure out how your art connects not only to fellow people, but to the brands you and your friends love. You might be surprised to find that some of these companies are your biggest advocates!


Work Completed: Strategy& Infographic

Earlier this year we posted a gig for Strategy& (formerly Booz & Company) to create an infographic about female CEOs. We are happy to announce Danny Ashton of NeoMam Studios got the job and his work looks great! His infographic incorporates a ton of information on a 2013 study of female CEOs over the last 10 years. More than that it does an excellent job of keeping the reader engaged in what could’ve been awfully dense material. Keep it up, Danny!



Tenleggers Tapping Into the Corporate Scene

Last week we talked about the intersection of artists and corporate America and the outcome:  they work together all the time!

Since we’re big on showing, not telling, a story we decided to look to the artists on Tenlegs to show you ways that artists on Tenlegs are working with larger, well-known corporations.

Marco D’Angelo – Copywriter
Clients: BMW, Wal-Mart, Jeep, Kraft

Supari Studios – Filmmakers 
Clients: Disney, Maybelline NY, Garnier

Magnet Media: Video Production
Clients: Google, Microsoft, Dreamworks

Jeff Stewart – Photographer

Clients: Amazon, PepsiCo

Rachelle Somma – Graphic Designer
Clients: Tempur-Pedic, Pfizer