Co-branding claims common values

I can only smile at the example of the margarinbrand trying to sponsor the Swedish national chefteam. Swedish chefs usually use natural products like butter, not margarin. What were they thinking? This resulted in badwill for both brands, unfortunately. As far as I can understand, the cooperation has now ended.

When it comes to co-branding, there has to be common values between the brands and both brands need to be committed. If not, the cooperation will not be trustworthy to the customers. That is a rule which can not be broken.

Think it through before you sign a co-branding agreement. I guess it´s a bit like getting married. You need common values and mutual commitment in order to handle and enjoy a longterm relationship.