Jul 4, 2023
Andrew Heddle is the Head of New Business Development at Colaboratory, a SaaS company that uses data, science, and software to boost brand collaborations. As an entrepreneurial business leader, he has a track record of scaling e-commerce, D2C, and retail businesses. Andrew is also the author of D2C DNA, which examines in-depth case studies of the world's most innovative D2C brands. Before Colaboratory, Andrew was the Managing Director of D2C Commerce at VMLY&R and has held executive positions at top brands like Best Buy and Vista Outdoor Inc.
In this episode…
While companies might reach primary targets independently, combining marketing resources and creating joint campaigns with other non-competing brands could help reach new audiences. Brand collaborations create new and exciting reasons for consumers to shop, enabling businesses to develop credibility and authority. However, brands encounter challenges acquiring suitable partners and establishing and launching campaigns.
Business strategy guru Andrew Heddle emphasizes the value of leveraging data and software to identify potential brand partnerships. He describes a successful brand collaboration as two businesses leveraging each other’s strengths to offer value. But to have a successful campaign, a brand must remain authentic and create a strategy that connects with the audience organically. Is your partnership giving consumers value?
In this episode of the Up Arrow Podcast, William Harris welcomes Andrew Heddle, the Head of New Business Development at Colaboratory, to discuss the elements of effective brand collaboration. Andrew shares tips for creating a campaign that cuts through the noise, the importance of synergy in a partnership, and the potential pitfalls of brand collaborations. He also highlights the inspiration behind Colaboratory, the firm's services, and case studies of successful partnerships. Tune in!