A Playbook for Brand Collaborations: Insights from Omega and Swatch
基于欧米茄与斯沃琪的合作案例及访谈搜索数据，提出品牌合作设计手册，强调贡献独特性、保持身份区分、平衡相似与差异，避免替代并实现长期跨品牌溢出。
Brand collaborations are widely used to generate attention, yet many fail to create lasting value. This is because brands focus too much on who to partner with rather than on how to design the collaboration. Using the Omega/Swatch collaboration and drawing on interviews and search data, this article develops a playbook for designing effective collaborations. Successful collaborations require each brand to contribute something unique, brand identities to remain distinct, and added value for both consumer bases. They also need to balance similarity and differentiation to avoid substitution and shift focus from short-term hype to sustained cross-brand spillovers.