Rachel Perkins

expert panel

In the brand marketing world, there’s always been a scramble to catch consumers’ attention. In a digital marketplace, jostling for position takes place moment by moment, and finding a hook that grabs the audience can make a game-changing difference for both new and established brands. In this spirit, unlikely brand pairings are having a moment. Cross-industry collaborations are gaining momentum as brands look for fresh ways to earn new audience attention in an oversaturated market. A quirky matchup can spark curiosity, intrigue or delight—maybe even a viral moment. From beauty lines teaming up with cookie makers to fast food giants joining forces with toothpaste brands, the collision of categories is becoming a bona fide strategy rather than a passing stunt.  But as any CMO will tell you, “novelty” campaigns that catch fire quickly can also burn out fast. The marketing leaders of Senior Executive CMO Think Tank spend their days navigating the intersections of brand storytelling and customer psychology. They know that the real magic happens only when the bold and unexpected is grounded in something meaningful—alignment, authenticity and a reason for customers to care long after the initial surprise wears off. Here, a group of them share what it really takes to turn a head-turning partnership into an enduring marketing advantage.