Everyone Wants a Brand Partnership. Most Are Asking the Wrong Question

Here’s the audience-first framework marketers should use before choosing a partner.

EXPERT OPINION BY MICHAEL KAYE

Illustration: Getty Images

This summer, Disney and Pandora released a jewelry collection inspired by Moana, Dunkin’ teamed up with Kylie Jenner on the King Kylie Collection, Popeye’s partnered with The Surf Lodge in Montauk, and........

© Inc.com