On the surface, co-branding seems like it would be easy—put two companies together in an ad and make it look seamless. But there’s so much more that goes into effective co-branding work. Over the past 24 years, Icon has learned that a commitment to doing what’s right for the consumer in regards to messaging and timing, while still upholding the brand and retailer’s voice and equities, is the surest way to see co-branding success. What else have we learned? Read on.