February 2014

Kelly McCarthy co-authors “Co-branding: A Sweet Business Strategy?” for the Westlaw Journal – Computer & Internet


In today’s brand-centric world, co-brands are everywhere. From fast-food joints to credit card companies to fashion, co-branding has been making its mark on business strategy since at least the 1950s. When brands merge, the results can propel a brand’s popularity and success to soaring new heights. But be careful — those same collaborations can sometimes leave a brand fighting to save a once-polished reputation from tarnish and  disrepair.