Charity + capitalism. Co-branding from a strategic design perspective.

What can you do to create a mutual win/win situation that benefits companies, charity organizations and consumers?

In my project I found that co-branding has many potential advantages. But it transpired that many Swedish companies have still not realized the actual benefit of strategic partnership. This may be because the concept of co-branding does not have as long a tradition in Sweden as in the USA.

My objective is to combine the charity organization’s brand with the commercial brand, and find a balance that offers both parties advantages and not least complete respect for both brands.

In my project a collaboration with the company Ecco Sko A/S and the World Wide Fund for Nature (WWF) has resulted in a new concept.