BFM 89.9
The Business Station
When Brands Collide, Unexpected Partnerships Are Born
31 mins·12:00, 7 May 2025
When Brands Collide, Unexpected Partnerships Are Born
31 mins
·
12:00, 7 May 2025
·
Recommended
47 mins
29 mins
Guest: Penny Choo, Co-Founder & Managing Director, BloomThis
When done right, cross-industry collaborations don’t just create buzz — they build brand equity, deepen loyalty, and drive real business impact. In Malaysia, we’ve seen brands from different sectors team up in unexpected ways, from turning everyday products into collectibles to blending lifestyle and sustainability for memorable experiences. These collaborations spark conversations, attract new audiences, and open doors to growth that may not be possible alone. So how can brands move beyond gimmicks to form meaningful partnerships? How do they expand reach, build loyalty, and unlock new opportunities? We discuss what makes a partnership work, how to balance authenticity with creativity, and the trends shaping the future of brand collaborations.
Presenter: Richard Bradbury
Producer: Carol Wong
cross-industry brand partnershipsco-branding challengeslong-term successbrand equitybrand loyaltycustomer relationshipsbrand identity
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