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For years, paparazzi have been clicking candid shots of Justin Bieber cradling Tim Hortons coffee cups, but it still came as a surprise to see Biebs Brew become an official menu item at Canada’s most popular coffee chain. The novelty aspect of this type of collaboration can help drive sales, said Charles de Brabant in a story in The Globe and Mail. Biebs Brew might only be available for a limited time, but some collaborations can last for decades – like those between athletes and apparel brands. And in that type of collaboration, it’s important to ensure that the values of both parties align, according to de Brabant, the Executive Director of the Bensadoun School of Retail Management at ³ÉÈËVRÊÓƵ.