Commentary: Stupid brand partnerships.

I wonder who at Ferrari thought this was a good idea? It reminds me of the Nike mp3 players which were made by Philips. No disrespect to either Philips or Oregon Scientific but these aren't brands that ought to go together. Why is it that some brand managers only think about "getting into a space" rather than "owning a space" through bringing something different?

Done right a Ferrari (or Nike) mp3 player ought to have sent shivers up Steve's spine. I don't think he'll lose too much sleep over this one.