when brands collide
Posted by Peter Feld on October 17, 2011 03:47 PM
It's no longer a shock that bad-boy media brand Vice would partner with Intel in The Creators Project, a global tech arts and music festival that touched base in New York this past weekend for the second straight year. Following an equally unexpected partnership with CNN, Vice is quickly becoming as known for its establishment allies as for its still-edgy editorial content (its infamous "Dos and Don'ts"; photo sets of undressed models smoking marijuana, etc.) featured in print and online (it recently relaunched at the newly acquired Vice.com domain).
Though brandchannel's Abe Sauer dismissed the Vice-Intel partnership last year as evidence the brand had become (borrowing co-founder Shane Smith's words) an "old, fat man," it was clear from the lines of attractive, upscale hipsters waiting patiently for wristbands that Vice still has more than enough credibility to curate a crowd. And as Sauer then noted, the high-profile alliance is part of a conscious strategy to demonstrate Vice can transfer its "edge" onto an established brand like Intel. Continue reading...