Brand Partnerships - what do you think?

Hi everybody,

I am currently working on my thesis, therefore I have a question for you!

You have probably all seen that lately brands and more and more starting partnerships with other brands, technology companies, content producers etc. in order to produce fun or interesting content together ( so not necessarily talking about product partnerships here)!

Examples are:

- the Topshop/Google+ interactive live stream

https://www.youtube.com/watch?v=5TAF9OfL99g

A different but equally relevant collaboration is the one from Burberry with Scott Schuman for the Art of Trench:

http://artofthetrench.com


Do you have any suggestions, which brands are not currently big on using those kind of partnerships to their advantage but you think should? And if so whom could they partner up with?

What about:

Levi's
Denham
Tommy Hilfiger
G-Star
Strenesse


Thanks a lot in advance,

Kiti