Brand Strategy

Strategy

10 unusual examples of brand partnerships in 2020

​One of the interesting things to come out of this year’s unprecedented market conditions was a rethink around external partnerships and collaborations by local and global brands. Here, we highlight a few of the more unusual, unlikely pairings we saw during 2020 and why they were explored by the brands engaging in them.

Leadership

Bringing the SPC brand back from the brink

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.

Why Curtin University launched a new campaign during the Covid crisis

​Curtin University has recently launched its first major brand campaign in more than five years, ‘Change is Here’, an integrated campaign created by AnalogFolk Sydney. The campaign taps into young people’s desire to see real change in a world now defined by unprecedented uncertainty, and will run across TV, radio, outdoor, digital and social.

Social Media

Nestle confirms new brand names for Allen's Lollies

Nestlé has taken the wrappers off new brand names for its Australian Allen's lollies, Red Skins and Chicos, after deciding to rename the products in response to rising racial sensitivity globally.

Digital Marketing

How amaysim worked out how to do the right thing during COVID-19

Of the many trends in marketing content that have emerged through 2020, one of the most common has been displays of empathy. But how well those messages landed probably had more to do with how people felt about the brands to begin with rather than the quality of the communications themselves.

Digital Marketing

Why Brightcove rebranded during a pandemic

​Brightcove is one of the hidden platforms that power online services – sometimes little known to consumers, yet integral to the workings of many digital services. In this case, Brightcove has rolled out its online video platform widely across the web, and its roster of customers includes Nine Digital, Seven Network, TVNZ, Stuff Limited, Bunnings, Deloitte, Department of Education NSW, NAB, SEEK, and Xero.

Giving the New Zealand Natural brand a new lease on life

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.

Measurement & Analytics

The Covid effect: Which brand has fared best this year?

Technology brands have dominated the top global brands of 2020 ,with Apple coming in first place, followed by Amazon and Microsoft, according to Interbrand’s 21st annual Best Global Brands report.

Digital Marketing

How Spacenow increased reach by 600 per cent during the pandemic

Some businesses owe their rapid growth to being in the right place at the right time. But such a feat should almost be expected of Sydney-based startup, Spacenow, whose entire business model is based on putting clients into the right space at the right time.

Digital Marketing

How Squarespace is building community in the face of COVID-19

Squarespace has just launched its first major creative campaign in Australia, ‘Launch It’, aimed at encouraging people to take the next steps in making their dreams a reality and launch their business with the all-in-one website launching platform. Yet it hasn’t been the usual path to a launch.

Leadership

9 lessons in building a purposeful brand

An ambition to attach meaning to money through brave and purposeful brand work is the key to making an impact for Future Super’s chief marketing officer, Grace Palos. Here, she shares 9 elements key to the way the business builds out its brand strategy.

Violet Crumble goes local with latest brand collaboration

Australia’s rejuvenated Violet Crumble brand has struck a new partnership with fellow South Australian FMCG, Bickford’s, to create a chocolate honeycomb flavoured milk. It’s one of several product collaborations from the iconic chocolate brand since its return to shelves last year.

How Boost Mobile has kept its brand identity

Telecommunications can be a brutal game, with brands coming and going faster than Australian prime ministers. So for Australian-born Boost Mobile to have survived for 20 years is a noteworthy feat, especially given that many of its much larger US carrier partners, including Nextel and Sprint, have come and gone in that time.

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Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

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