This story was originally published on sister site, Modern Retail.
Marketers often tout influencer and brand collaborations as one of the most effective ways to unlock a new audience and generate viral moments with a relatively low lift.
At eTail Boston this week, several brand executives spoke about the power of partnerships, especially the dos and don’ts of leveraging brand collaborations and influencer relationships to spark growth. From navigating demographic mismatches to maximizing cultural relevance, small- and medium-sized brands are refining their approach to collaborations.
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