And Why We’re Asking Different Questions About Collaboration There’s no shortage of content about brand collaborations. Every week someone breaks down what launched, what sold out, what went viral, and what brands should copy next. That’s fine. But it skips the only question we really care about: Did this collaboration have a real reason to exist? That question is why  Collab Connection  exists. We’re Not Grading Collaborations. We’re Interpreting Them. Most coverage of colla