Pierce Mattie Public Relations New York

The synergy of two parties working together can produce greater results than their individual parts. In this economy collaboration will be a driving force behind the success of many brands. It's always been commonplace for companies to team up with complementary companies, non-profits, sponsor a celebrity or join in on events to boost publicity and reach a wider audience.  But will a recession make this the year where brands realize its true potential?

Some recent and notable collaborations include Nike and iPod, Product Red and Eddie Bauer and Ford. When you collaborate, a whole new section of the market opens up and the possibilities for sales increase, which is always important, but seems to have further importance during a time when many brands seem to be closing up shop and consumer confidence continues to slump.

The opportunities to collaborate are everywhere. Target your demographic, find out about their interests and hobbies and use the channel to promote your brand and products. With collaborations, it is a cost effective way to save money in this economy because you are sharing the costs with a second party while dually reaching audiences where both brands are appealing.

Our forecast? Brand collaborations will see an all time high this year. What do you think?