Colaboratory Bets on Brand x Brand “Collabs” to Cut Through Digital Clutter

Colaboratory helps brands grow faster by creating, activating and optimizing brand x brand partnerships and collaborations.

8.10.2022
Article by
High Alpha

With early adoption from brands like Fanatics, Great Clips and Big Brother Big Sisters of America, the new Colaboratory platform helps brands grow faster by creating, activating and optimizing brand x brand partnerships and collaborations.

Minneapolis — August 10th, 2022 — Fighting back against the mounting pressure of current market conditions, the rise in digital clutter and fragmented consumer attention spans, Colaboratory has emerged from Indianapolis-based venture studio High Alpha to power the next generation brand x brand collaborations and partnerships, also known as ‘collabs’.

The company launches today and is led by Twin Cities-based Scott Moore, a former chief marketing officer 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. Teaming up with Moore is Co-Founder and CTO Brian Bispala, a serial entrepreneur who co-founded enterprise SaaS company Code42.

The company’s launch comes as collabs hit the mainstream with recent notable examples like Adidas x Gucci, Lego x Stranger Things and Omega x Swatch.

“With today’s digital marketing, it has never been easier to target consumers. I’m getting 100% of the messages I’m supposed to. But they just aren't breaking through,” said Moore. “Consumers respond to their favorite brands collaborating because the ideas and products are unexpected. Collabs are inherently engaging, radically different and result in outsized returns. Our platform is built to make these collabs more strategic, effective and easier to execute.”

Colaboratory is the first digital platform to help aspiring collaborators 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’s a large 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 collabs,” said High Alpha Managing Partner Scott Dorsey. “We believe there is a huge opportunity here to deliver tremendous value to brands and build out a true system of record for brand collabs and partnerships.”

Early Colaboratory customers include enterprise brands such as Fanatics, Great Clips and Northern Tool as well as boutique brands like graphic apparel designer Vardagen and Roq Innovation, whose Headlightz product was named one of Oprah’s “Favorite Things” this past holiday season.

“We all know we should be doing more collabs, but in the current state, so much of it is instinct, guesswork and grueling,” said Lisa Hake, Vice President of Marketing Communication at Great Clips. “Colaboratory unlocks a huge opportunity for us to increase the velocity of our collabs and make them strategic imperatives.”

To learn more about Colaboratory, visit colaboratory.io.

About Colaboratory
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
High Alpha, based in Indianapolis, is a leading venture studio that conceives, launches and scales next-generation B2B SaaS companies. 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 on Twitter @highalpha.

MEDIA CONTACT:
Andrew Heddle
andy.heddle@colaboratory.io

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