Sometimes, joining forces can be the key to saving the world. (or at least, to making a buck.)

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sym·bi·o·sis  any interdependent or mutually beneficial relationship between two persons, groups, etc.

I’d like to share with you a case study of a brilliant coming together of brands, experienced a few weeks ago during a vacation in Barcelona, Spain.

They take their soccer seriously...

On the one hand we have the Barcelona Football club. Currently the best soccer team out there, and arguably one of the better teams ever. But they are far more than just a soccer team (as stated not so modestly by their Catalan slogan mes que un club.) They are a branded juggernaut, wildly successful in multiple sports from the junior level on up, heavily active in global merchandising, and even subtle supporters of the prevalent Catalan neo-nationalist vibe. Continue reading

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