Companies are constantly looking for ways to maximize their profits. Throughout this process, they’ll explore several different avenues that could offer newer and creative methods to, ultimately, lure consumers. From this research comes a concept that is becoming more and more noticeable merely through the number of companies trying it.

Collaboration. Some companies have been successful in joining together to pool their resources and share their knowledge. There are several benefits to being in collaboration with another company. Companies in collaboration can share their knowledge of their respective trade. In particular, Burton in recent years has partnered with Gore-Tex to create an exceptional line of winter-based outerwear. Burton, already a top-tier group in outdoor apparel, joins with Gore-Tex, a company which strictly boasts a quality waterproof-breathable fabric. Through this, Burton has further increased their profits and Gore-Tex has been exposed to collaboration with other companies. This collaboration is successful and feasible.

So why don’t other successful companies collaborate with other each other seeing as it’s nearly impossible to falter?

Collaborations are becoming more of a short-term hap in that companies might be disregarding the ethics of fundamental marketing. Above, Pepsi and Aape (a subsidiary company of high-end youth culture apparel brand Bape) inadvertently collaborate in controversial fashion (Aape misread as Rape) through a poorly selected font. However, this mishap is surprisingly not the main fallacy. From a business prospective, there is not much vision sprouting from the collaboration of a soft-drink brand and youth apparel brand. Rather, it appears to be an Aape’s attempt to advertise through a bigger brand – yet, the actual collaboration makes no economical sense.

Collaborations are a healthy way for companies to mutually expand, but they should be carefully considered before coming to fruition for the sake of fundamental ethics in their marketing campaigns. Collaborations should be feasible and entail a further vision behind them.