Record levels of mergers and acquisition, spin offs and corporate change is increasing the need for brand transformation, according to Landor & Fitch global CMO, Jane Bloomfield. Yet too many businesses continue to fall into the trap of seeing transformation as a digital, technology and process game, rather than one centred in people and customers.

Today seemingly every brand has suddenly discovered its values. Which means for those who always had them, being recognised for them can now be a challenging task.

Fast-growing, independent telco, Mate, has signed up with SourseAI to synthesise Mate’s customer data and combine it with market data. The results include defined audience segments, characterised personas and customer and market behaviour insights as the basis for a brand refresh, customer engagement strategies and product development.

Highlighting both its sustainability and Australian-made credentials locally and globally has seen 50-year-old Nerada Tea overhaul its visual brand identity and kick off a new marketing program.

Cementing a differentiated position in the outdoors category globally while getting local consumers to reappraise and fall back in love with its brand lies at the heart of new brand positioning and vision work undertaken by Kathmandu.

While grounded planes and shuttered hotels were stark visual symbols of how the global coronavirus pandemic hit travel and tourism, what wasn’t so obvious was the impact on technology platforms that support the industry.

A significant restructure of Coopers Brewery bringing marketing, distribution and sales together with the brewery team has provided the foundations for the family-owned company to invest in a brand repositioning effort aimed at recruiting new consumers.

Empired recently launched a new digital experience platform as well as a refreshed brand identity, reflecting the evolving nature of the business.

Future proofing by making the big transition from physical to digital proposition and engagement has seen Australia lifestyle offer business, Entertainment, embark on simultaneous digital and brand transformation.

A desire to appeal to younger audiences while retaining its heritage in craftsmanship and rich history has led Waterford crystal to overhaul its visual look and feel globally.

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves. But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

For the past few years, Scott Koetsier and the sales and marketing team at Emerald Foods have been pondering exactly where the boundaries lie for one of his company’s most prized ice cream brands, New Zealand Natural, and asking how they can be expanded.

Arnott’s has taken the wrappers off a new corporate brand identity aimed at uniting its portfolio of consumer food brands as it releases its first solid financial results under KKR ownership.

Expanded premises, product innovation and a belief Australia’s craft beer category has somewhat lost its way has led Murray’s Brewing Co embark on a brand refresh and product expansion plan.

Keeping up with evolving perceptions around women in media and communications and celebrating their multi-faceted and diverse natures has led Bras N Things to shake up its brand positioning.

The Coffee Club has officially unveiled a new brand platform and visual look, the latest step in a strategic refresh program that’s arguably only grown in scope and momentum during the COVID-19 crisis.

​In its latest effort to modernise to provide the kind of customer experience the consumer now demands, Baby Bunting has undergone a brand refresh to facilitate a better emotional connection with customers through increased personalisation.

Whiddon has taken the wrappers off the first company rebrand in its 70-year history, a move designed to emphasise the aged care provider’s relationship-based approach in market as well as its innovative spirit.

Brand and direct response teams can no longer stand on opposite sides of the street – the two must unite to achieve modern customer cut-through, Shutterstock’s global CMO claims.

Tip Top held its first ever pop-up café this week to mark its 60th birthday in an experiential event designed to meld new with nostalgia to keep the iconic brand top of mind.

​In a sea of blue, grey and white, Juniper Networks has decided to go green. Not only in the environmental sense, but also for its new logo. And the stand-out colour is just part of what has been a global brand refresh for Juniper Networks this year.