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long-term partner or serial one-time collab?

L
satu bulan yang lalu
after a couple of times involved in the coffee industry collab, one more question: ending investment into one long-term partner or collab one by one as many different parties?

Both have places. One-time collab is for test chemistry, generation buzz, create something littered and memorable. Fast results, low risk, easy to walk away if it doesn't fit.

Long-term partner's for more substantial build. There's data from Harvard Business Review 2021 that shows the brand partner ships that survive three years or so. That average-average generation value is about 40% higher than a series of one-time collabs with the same total value. But that takes a slow-built trust.

The question for those who have had their second experience: how do you evaluate what a one-time collab deserves to convert to long- term?
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7 Replies
O
satu bulan yang lalu
post-collab review is the most important. after one time the collab finished, sitting together with the partners and evaluations: what works, what doesn't, what goes smooth, whether there's a conflict that resolved well. if it's all positive, just talk continue.
F
satu bulan yang lalu
what i'm making is the main indicator: whether we push each other in a better way or just be comfortable with each other. the long-term partnership is healthy. it's a productive friction, not an echo chamber.
V
satu bulan yang lalu
from angle more hard business: if the revival of one partner is enough. for serious exclusive arrangement, long- term makes sense. if the contributions are small, the flexibility one-time is more valuable.
L
satu bulan yang lalu
i just learned this. there isn't a warning sign that indicate that one collab should not continue to long-term, even if its first collab works?
O
satu bulan yang lalu
the most objective: that one side is always the more energy investment. if we're always initiates, follow up, and executes while partners are more positive, it's a pattern that won't improve on long-term.
T
satu bulan yang lalu
the one-time collab that well executed is often more memorable than long-term which is routin 'and losing its energy. if you want long-term, there's got to be an intensive effect to keep it fresh and evolving.
H
satu bulan yang lalu
there's an angle that hasn't been touched: IP and creative ownership. The long- term collection requires a clear aggression on who has what when the partnership ends. The one-time collab is cleaner on this side because the scope is limited.

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