My Take on Brand Collaborations (Spoiler: Not All Are Created Equal)

Hey there,

So, let me set the stage. I love a good collaboration. When two brands come together, the sparks should fly, right? Think peanut butter and jelly, salt and tequila, you get the idea. But, as with all great love stories, sometimes things don’t exactly go as planned.?

Recently, I found myself in what could’ve been the dream collaboration. Two brands, one very unique ingredient, and two completely different industries of CPG. A perfect PR storm, if you ask me. One brand was a fresh, small player, just getting started, and the other? A well-established big dog, eager to jump on board.?

The little brand was raring to go—taking care of all the heavy lifting, covering costs, and doing all the legwork. The big brand? Well, let’s just say they strolled in, tossed a check in the air, and then... crickets. Yup, they pulled the classic “I’ll-donate-but-don’t-ask-me-to-do-anything-else” move. You know the type. ??

What was supposed to be a match made in heaven ended up feeling more like a bad blind date where one side ghosted after appetizers. Needless to say, someone ended up doing all the work, and both brands missed out on what could’ve been a killer opportunity.?

And here’s one thing I’ve learned: No matter how much you want to believe everyone is "professional," always send recap emails! Clearly outline who's doing what, by when, and keep everyone accountable. This isn’t my first rodeo with this type of situation, and unfortunately, it won’t be my last. But at least I know one part of the collaboration (ahem, me) is showing up with professionalism.

Even with my ground rules in place, there are no guarantees the other party will comply. But hey, at least you can try to make it crystal clear for everyone involved—better to have some clarity upfront than to be left wondering later!

Here are seven of my gold rules:

?1. Be Aligned, or Be Gone

Before even thinking about working together, both brands need to share the same values and goals. If it feels like you’re forcing it, that’s your cue to leave.

?2. Commitment is Key (No Ghosting Allowed)

Both sides need to be all in. If one side is just there to wave from the sidelines (or "donate checks" ??), it’s not going to work.

?3. Clear Roles = Clear Minds

No matter how big or small, both brands should know their roles from day one. Otherwise, you’re just setting yourself up for the marketing version of “Wait, I thought you were bringing the wine?”

?4. PR is Only as Good as the Follow-Through

You can have the greatest story, but if one side drops the ball, that PR story will sink faster than a bad Tinder date.

?5. Don’t Underestimate the Underdog

Sometimes, it’s the little guy who’s hustling the hardest. Don’t sleep on the smaller brands—they’re often the ones with the fire and energy to push things forward.

?6. Have an Endgame

What’s the goal here? Are we boosting brand awareness? Driving sales? Getting free snacks at meetings? Make sure both sides are aligned on what success looks like.

?7. Transparency is Sexy

No one likes surprises (unless it’s cake). Be upfront about expectations, timelines, and budgets. And if something changes, just say it. Communication can save even the trickiest situations.

Bottom line: A collaboration should feel fun, not like dragging a heavy suitcase uphill. And hey, just because one collab goes south, doesn’t mean the next one won’t be an absolute dream. You live, you learn, and you (hopefully) get to work with brands who show up and do the work next time.

How about you? Have you ever had a collab that felt like a dream... until it didn’t? Or one that blew your expectations out of the water? I’d love to hear your stories (and maybe steal some of your rules for a successful partnership ??).