A successful collaboration is more than just a partnership. It occurs when two people or brands find a shared goal and work together to make it happen.  Emmylou believes that in order for a collaboration to work it needs to be a win-win for everyone involved. If the chemistry and synergy between the two brands are right it creates hype, engagement and an epic amount of publicity for those involved. Collaborating is also an extremely clever way to build business, boost awareness and break into new markets. Plus, it’s up to 30 times cheaper than digital advertising!