The trend of `unofficial collaboration` not only connects brands with people and with authenticity but has opened up new revenue streams (and risks) for businesses that make this connection with popular culture, says Ima Peter, business unit director and head of corporate at Razor PR. Peter adds here is why you need to take note of this evolving trend.
Setting new paces with change, Africa’s brands and people have been part of building the momentum behind an increasingly dominant trend called unofficial collaboration. Broadly speaking, an unofficial collaboration refers to an informal partnership between two or more brands (or their leaders) that work together to achieve a common goal, without any formal agreement.
