The concept of Co-Branding has been around for a while now . In fact this strategy is spreading like wildfire . The early adopters of branded brands are taking the concept a step further . Now premium brands are collaborating with each other to spread and sell an entirely different proposition . There are some brands out there which are driven by a combination of innovation , smart marketing and design .
The last example is the Starck naked Puma collection which brings together both Puma and Philippe Starck .