Co-lab bets on brand x brand ‘collaborations’ to reduce digital clutter
MINNEAPOLIS–(BUSINESS WIRE)–Fighting the mounting pressure of current market conditions, increasing digital clutter and fragmented consumer attention spans, Colaboratory emerged from Indianapolis-based venture capital studio High Alpha to power the next generation of brand x brand collaborations and partnerships, also known as “collaborations”.
The company launches today and is led by Twin Cities-based Scott Moore, former director of marketing at Best Buy, Augeo and Wynn Resorts. Moore brings 30 years of relevant marketing experience, including executing partnerships with brands ranging from McDonalds to Google to Beats. Co-founder and CTO Brian Bispala, a serial entrepreneur who co-founded SaaS company Code42, teams up with Moore.
The company’s launch comes as collaborations hit the mainstream with recent notable examples like Adidas x Gucci, Lego x Stranger Things and Omega x Swatch.
“With today’s digital marketing, targeting consumers has never been easier. I get 100% of the messages I’m supposed to get. But they just don’t succeed,” Moore said. “Consumers react to the collaboration of their favorite brands because the ideas and products are unexpected. Collaborations are inherently engaging, radically different, and result in outsized returns. Our platform is designed to make these collaborations more strategic, efficient and easier to execute. »
Colaboratory is the first digital platform to help future employees identify, validate and execute brand x brand partnerships by combining data and software with services. Features include partnership matching, activation tools, optimization and reporting.
“There is a significant gap between consumers’ desire for brands to work together in new and creative ways and the technology needed to drive these innovative and inspiring brand collaborations,” said Scott Dorsey, Managing Partner of High Alpha. “We believe there is a huge opportunity here to deliver tremendous value to brands and establish a real system of record for brand collaborations and partnerships.”
Colaboratory’s early customers include corporate brands such as Fanatics, Great Clips and Northern Tool as well as boutique brands like graphic clothing designer Vardagen and Roq Innovation, whose product Headlightz has been named one of the “Things favorites” from Oprah over the last vacation.
“We all know we should be doing more collaborations, but as it stands, a lot of that is down to instinct, guesswork, and exhaustion,” said Lisa Hake, vice president of communications. marketing at Great Clips. “Colaboratory gives us a huge opportunity to increase the speed of our collaborations and make them strategic imperatives.”
To learn more about Colaboratory, visit colaboratory.io.
Colaboratory is a brand x brand collaboration platform that builds the smartest, most effective co-branded partnerships through data, science and software. Brands like Fanatics, Great Clips and Big Brother Big Sisters of America use Colaboratory to design, activate and optimize strategic partnerships that unlock tremendous growth.
About High Alpha
Indianapolis-based High Alpha is a leading venture capital studio that designs, launches, and grows next-generation B2B SaaS businesses. The High Alpha portfolio includes leading cloud companies Attentive, SalesLoft, Zylo, Terminus, The Mom Project, Lessonly, LogicGate, MetaCX, Socio and more. For more information, visit highalpha.com or follow us on Twitter @high alpha.