Here's one of the former countering one of the latter.
Great idea, period. The other comments are born of envy. Just because he is a good branding guy and knows how to extend the notion of branding to a new level doesn't mean he's a perfect human being. So lighten up. If you're not comfortable with abstract thinking, this all seems like bull**it." Remember: concepts precede products. Cooperative branding is a spin on licensing a word or phrase so that multiple companies can use it in various arenas to raise themselves up and work together in one arena or one online platform. It's not that tough.
As Francis Ford Coppola said, "When people disbelieve you or try to stop you or snipe at you, turn it around 180 degrees and keep going. It will become compromised anyway as it all rolls out."
Alex has got a cool idea.
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