{"id":5826,"date":"2021-05-12T16:00:17","date_gmt":"2021-05-12T08:00:17","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=5826"},"modified":"2024-12-20T10:56:41","modified_gmt":"2024-12-20T02:56:41","slug":"brand-partnership-strategy-joey-mattress-part-2","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/case-study\/brand-partnership-strategy-joey-mattress-part-2\/","title":{"rendered":"Supercharge Your Brand Partnership Strategy Like Joey Mattress \ud83d\ude0e (Part 2)"},"content":{"rendered":"<div class=\"post-gap\" style=\"padding-bottom:15px;\">\n<h1 style=\"font-size: 30px; line-height: 35px; font-weight: bold; display: inline;\">Supercharge Your Brand Partnership Strategy Like Joey Mattress \ud83d\ude0e (Part 2)<\/h1>\n<\/div>\n<p><img decoding=\"async\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2021\/05\/NEW_BRANDON-ARTCILE-IMG_12-MAY-2021.jpeg\"\/><\/p>\n<p>Ready for <em>MORE<\/em> Joey Mattress? \ud83e\udd29<\/p>\n<p>If you haven\u2019t read our 1st Joey Mattress article yet, <a href=\"https:\/\/www.brand360.com.my\/chinese\/case-study\/brand-partnership-strategy-joey-mattress-part-1\/\">read it here<\/a>.<\/p>\n<p>For our frequent readers, we\u2019ve got a wonderful surprise for you in this 2nd article! \ud83d\udc4d<\/p>\n<p>Here, we interviewed Joey Mattress\u2019 partners: Kandle Kandle, ana tomy and Bros Malaysia.<\/p>\n<p>These 3 brands shared their brand partnership insights after collaborating with Joey Mattress.<\/p>\n<p>To recap, Joey Mattress started a movement for their 2nd Birthday \ud83c\udf82 which is aimed at 2 things:<\/p>\n<ul>\n<li>To spur local businesses to support one another during the pandemic \ud83e\udda0<\/li>\n<li>To provide better sleep to all Malaysians. \ud83c\uddf2\ud83c\uddfe<\/li>\n<\/ul>\n<p>You\u2019ll find this article useful, especially if it\u2019s your first time considering a brand partnership.<\/p>\n<p>So, if that\u2019s you, read on! Don\u2019t miss this juicy article! \ud83d\ude32<\/p>\n<ol>\n<h2 style=\"font-size: 27px; line-height: 27px;\"><b><u><\/p>\n<li>Kandle Kandle<\/u><\/b><\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2021\/05\/IMG_2948.png\"\/><\/p>\n<p>We began our interview with the founders of Kandle Kandle, Junor Law and Chew Kah Peng.<\/p>\n<p>These amazing founders are both candle enthusiasts at heart. Guess what\u2019s their BIG DREAM? \ud83e\udd14<\/p>\n<p>It\u2019s to produce luxury scented candles at an affordable price to all customers, explained Junor and Chew. <\/p>\n<p>Too many people think luxury scented candles are expensive. So, both these founders want to change that! \ud83d\udcaa<\/p>\n<p>Thus began the journey of Kandle Kandle in 2018. (Forget about fancy European-made scented candles. BUY LOCAL! \ud83c\uddf2\ud83c\uddfe)<\/p>\n<p>Today, Kandle Kandle sells candles (their signature product), along with other products such as room sprays and essential oil for diffusers.<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">What Inspired Kandle Kandle To Produce Room Sprays?<\/h3>\n<p>For this brand partnership with Joey Mattress, we were intrigued to learn why Kandle Kandle chose to produce room sprays over candles (their signature product). <\/p>\n<p>So, we popped them the question. \ud83e\udd14<\/p>\n<p>Both founders explained they wanted Joey Mattress\u2019 customers to experience an instant lift in their bedroom\u2019s atmosphere. Something that\u2019s a good mood booster. <\/p>\n<p>That\u2019s when they felt inspired to create a room spray specifically for Joey Mattress\u2019 movement after seeing the slogan, \u201cGood For Bed\u201d. \ud83d\udecf\ufe0f<\/p>\n<p>A room spray is the perfect product, explained Junor and Chew. It provides that immediate boost and takes away all the stress and negative vibes.<\/p>\n<p>If you\u2019re a business owner reading this, it\u2019s worth noting that it isn\u2019t always necessary to promote your signature product. \ud83d\udc8e<\/p>\n<p>But you can also consider promoting other products at your shop, especially products which you think deserve more attention from your customers.<\/p>\n<p>For all you know, that product might become a best-selling hit. All it needs is just some exposure! \ud83d\ude09<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">Similarities in Kandle Kandle and Joey Mattress\u2019 Brand Vision<\/h3>\n<p>Wondering how Kandle Kandle\u2019s brand vision ties in with this brand partnership? So are we! <\/p>\n<p>Junor and Chew explains both Kandle Kandle and Joey Mattress share a common brand vision. \ud83e\udd1d<\/p>\n<p>That common brand vision is to help people relax and enjoy better sleep.<\/p>\n<p>If you observe carefully, it\u2019s pretty obvious Kandle Kandle didn\u2019t take the easy way out! How so? \ud83e\udd37\u200d\u2642\ufe0f<\/p>\n<p>Well, instead of promoting their existing collection of room sprays, they experimented with a new scent to create an entirely new room spray for the campaign. <\/p>\n<p>Eventually, they came up with a 100ml Bedroom Spray that smells of Ambrette, Sea Salt and Wood Sage. <\/p>\n<p>The combination of sea salt and wood sage gives your room a restful sensation. <\/p>\n<p>Most of all, it helps you sleep more peacefully. \ud83d\ude34<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">Based On Kandle Kandle\u2019s Experience, Why Are Brand Partnerships Important?<\/h3>\n<p>Both founders agreed that this strategic partnership with Joey Mattress is beneficial. \ud83d\udc4d<\/p>\n<p>As it will help them create greater brand awareness and expand their existing customer base, they explained. <\/p>\n<p>We agree with their reason. <\/p>\n<p>This is because having similar brand visions with your brand partners also means you\u2019re more likely to share similar target audiences. \ud83c\udfaf<\/p>\n<p>So, if you collaborate with like-minded partners, you\u2019ll be able to expand your reach and build a bigger customer base.<\/p>\n<p><strong>In short:<\/strong> it\u2019s a win-win situation for all partners involved. \ud83e\udd1d<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">Potential Brand Partnership Problems Faced By Kandle Kandle<\/h3>\n<p>Kandle Kandle specialises in a very niche industry. <\/p>\n<p>It\u2019s probably an industry which most of us aren\u2019t familiar with. \ud83e\udd37\u200d\u2642\ufe0f<\/p>\n<p>So, we were curious to learn what problems they encountered when planning their brand partnership for Joey Mattress\u2019 2nd Birthday.<\/p>\n<p>Both partners revealed that one of the biggest problems was finding the right scent for their room spray. <\/p>\n<p>Scent is very subjective. It appeals to people differently. \ud83e\udd14<\/p>\n<p>Different scents paint different imagery in your mind; some scents paint lovely memories, while others paint other types of memories. <\/p>\n<p>On top of that, it takes lots of time to curate a scent that\u2019s calming, relaxing and perfect for bedroom-use. <\/p>\n<p>But their hard work was worth it after they produced their unique 100ml Bedroom Spray. <\/p>\n<p>Interested to learn more about Kandle Kandle? \ud83d\ude43<\/p>\n<p>You can follow them at <a href=\"https:\/\/www.facebook.com\/kandlekandlemy\/\">@kandlekandlemy<\/a> (Facebook), <a href=\"https:\/\/www.instagram.com\/kandle.kandle\/\">@kandle.kandle<\/a> (Instagram) or visit their website: <a href=\"https:\/\/www.kandlekandle.com\/?fbclid=IwAR2lflK7oIgC94NLYWtDkTVzIGxMNFxIYtaNQKBWQpJHkSPKapJYR3WyCms\">http:\/\/www.kandlekandle.com\/<\/a> <\/p>\n<\/li>\n<hr class=\"no_line\" style=\"margin: 0 auto 30px auto\"\/>\n\n<h2 style=\"font-size: 27px; line-height: 27px;\"><b><u><\/p>\n<li>ana tomy<\/u><\/b><\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2021\/05\/IMG_2833.png\"\/><\/p>\n<p>Next, we spoke to Fidella Ch\u2019ng, one of the 3 founders of ana tomy. This brand was founded by herself, Zeejay Wong and Cliff Leong. <\/p>\n<p>Fidella introduces ana tomy as a brand that celebrates being yourself. Being yourself also means being different from others, she added. \ud83c\udf81<\/p>\n<p>As such, we want our customers to stay true to themselves, and yet create happiness everywhere they go, she explained. That\u2019s ana tomy in a nutshell. <\/p>\n<p>Fidella also revealed that ana tomy was started in 2015 with a goal to disrupt the market by producing customised\/personalised products.<\/p>\n<p>More than that, ana tomy wanted to curate a space for their customers to express their personality. \ud83c\udfa8<\/p>\n<p>Secondly, they wanted to build a community that drives creativity and inspiration through personalised experiences.<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">ana tomy and Joey Mattress\u2019 Brand Vision<\/h3>\n<p>Now, you\u2019re probably wondering how notebooks and sleep go together. \ud83e\udd37\u200d\u2642\ufe0f We\u2019ll explain. <\/p>\n<p>If you look carefully at ana tomy and Joey Mattress\u2019 brand vision, it actually bridges the gap between two seemingly unrelated products. <\/p>\n<p>They share a similar brand vision which encourages people to see things differently\/unconventionally.<\/p>\n<p>In other words, both brands are actively involved in challenging the status quo, Fidella elaborated. \ud83d\udcaa<\/p>\n<p>For instance, Joey Mattress took a creative approach to the conventional mattress business and turned it into a new offering, such as their <a href=\"https:\/\/joeymattress.com\/pages\/99nights-trial\">99-night mattress trial<\/a>. <\/p>\n<p>Given the creative nature of both brands, it makes sense for ana tomy to collaborate with Joey Mattress. \ud83d\udca1<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">Who Is ana tomy\u2019s Target Audience?<\/h3>\n<p>60% of ana tomy\u2019s customer base consists of locals who are entrepreneurs, professionals, homemakers and creative individuals. \ud83d\udc68\u200d\ud83d\udc69\u200d\ud83d\udc67\u200d\ud83d\udc67<\/p>\n<p>In general, Fidella explained that their audience consists of people who value creating and imagining new possibilities.<\/p>\n<p>This includes any form of creative expression; whether it be creating new businesses, brands, goals, projects, arts, illustrations, music or recipes, the list goes on. \u270d\ufe0f<\/p>\n<p>From this, you can tell that ana tomy\u2019s target audience mirrors Joey Mattress\u2019 customer persona. <\/p>\n<p>Both brands are targeting people who enjoy trying new\/unconventional things. \ud83d\udc8e<\/p>\n<p>For this reason, creating a unique product, such as a limited-edition cover sleep journal, helps to bring out the best of their brand vision. <\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">Customer Experience: How Does Your Product Design Make Your Users Feel?<\/h3>\n<p>Here, Fidella gives us more details into the sleep journal\u2019s product design, and why they thought of producing it in the first place. \ud83d\udca1<\/p>\n<p>\u201cFirst, we hope they\u2019ll like it\u201d, Fidella commented. <\/p>\n<p>She went on to explain that the sleep journal is designed for those who want to monitor their quality of sleep without needing the use of technology. <\/p>\n<p>Well, what does this mean? It means monitoring your sleep without the use of gadgets (like your phone, iPad, etc.). That\u2019s what ana tomy hopes to help its customers achieve! \ud83d\ude42<\/p>\n<p>On that note, she anticipated that some of her customers will ask particular questions out of curiosity like:<\/p>\n<p>\u201cWe can easily monitor our sleep through our smartphones. So, why bother producing a sleep journal?\u201d \ud83e\udd14<\/p>\n<p>Her answer to this question is simple: This sleep journal was only made for a very niche market. It\u2019s specially made for those who need it.<\/p>\n<p>Fidella also remarked that when you sleep well, you\u2019ll simply become more productive and happier &#8211; which lies at the core of of their brand.<\/p>\n<p>So, creating a sleep journal makes sense &#8211; it increases their customer\u2019s happiness. How so? \ud83e\udd37\u200d\u2642\ufe0f<\/p>\n<p>Well, with this sleep journal, ana tomy\u2019s customers can potentially find better ways to improve their quality of sleep, and thus, improve their lifestyle quality.<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">ana tomy\u2019s Advice To Develop A Fruitful Brand Partnership<\/h3>\n<p>If you\u2019re looking for practical steps to develop a fruitful brand partnership, then check this out.\ud83d\udc47<\/p>\n<p>Below, Fidella will share some tips that might help! \ud83d\udcaa<\/p>\n<p>Establish clear goals, she advises. Always keep an honest and open communication with your brand partners. <\/p>\n<p>Furthermore, she noted it\u2019s helpful to ask yourself these critical questions: <\/p>\n<ul>\n<li>\u201cWhat do I hope to achieve?&#8221;<\/li>\n<li>\u201cWhat value can I bring to my brand partners and my customers?\u201d<\/li>\n<li>\u201cHow can I do things differently from others?\u201d<\/li>\n<\/ul>\n<p>Be sure to also create an inclusive environment for all your business partners to contribute their ideas, she reminded. \ud83e\udd13<\/p>\n<p>This means allowing everyone involved to speak up about their ideas. Always listen to everyone&#8217;s ideas and strategies. Learn about each other&#8217;s strengths. <\/p>\n<p>After all, crazy ideas may not sound so crazy if it\u2019s aligned with your goals and is well-executed, she smiled. \ud83d\ude42<\/p>\n<p>Lastly, avoid collaborating with brands, just for the sake of collaboration itself. \ud83d\ude45\u200d\u2640\ufe0f<\/p>\n<p>If you\u2019re interested, you can follow ana tomy on Facebook <a href=\"https:\/\/www.facebook.com\/ana-tomy-103812598122527\/?ref=page_internal\">here<\/a>, <a href=\"https:\/\/www.instagram.com\/anatomy_co\/?fbclid=IwAR3L0CmNj5Dymgrmk2s5V1xRPgjgKVuOTjdx611Q3Mp0LhjOMoBXVxIUC8Q\">@anatomy_co<\/a> (Instagram) or visit their website: <a href=\"https:\/\/ana-tomy.co\/?fbclid=IwAR11-v0Zapprrq5zlH6D2naAnwi4MlHfFsDMwa4dREEPeE6OK3ABuLF-fVs\">https:\/\/ana-tomy.co\/<\/a>\n<\/li>\n<hr class=\"no_line\" style=\"margin: 0 auto 30px auto\"\/>\n\n<h2 style=\"font-size: 27px; line-height: 27px;\"><b><u><\/p>\n<li>BROS<\/u><\/b><\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/www.brand360.com.my\/wp-content\/uploads\/2024\/12\/IMG_2894-1.png\"\/><\/p>\n<p>Take a quick look at your water tumbler. Are you using BROS?<\/p>\n<p>YOU ARE?! Well then, you might be interested to learn more about this brand that you\u2019re using! \ud83d\udc4d<\/p>\n<p>For this interview, we spoke with Chia Lee, BROS\u2019 Branding &#038; Marketing Executive. <\/p>\n<p>She told us BROS\u2019 story of how they started in 2004, selling single-coloured reusable water bottles. <\/p>\n<p>As they grew bigger, BROS had a fun idea to print creative designs and inspiring messages on their bottles. \ud83e\udd29<\/p>\n<p>They did this with the intention of transforming this daily necessity (water bottle) into an accessory of style &#8211; to celebrate art, explained Chia Lee.<\/p>\n<p>Today, BROS sells a wide range of items ranging from reusable water bottles to food containers, all available at our local shopping malls. \ud83d\udecd\ufe0f<\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">How Does BROS\u2019 Brand Values Tie Into Joey Mattress\u2019 Movement?<\/h3>\n<p>At heart, BROS upholds 3 brand values: trustworthiness, creativity and passion. \u2728<\/p>\n<p>Since its inception, BROS has been actively involved in nurturing a creative and fun lifestyle in everything they do, Chia explained. <\/p>\n<p>She elaborated that they nurture creativity through their products and graphics or the events and campaigns which they organised. \ud83c\udfa8<\/p>\n<p>BROS has always been open to creative ideas and exciting projects, especially projects that empower local businesses and improve people\u2019s lifestyle quality. <\/p>\n<p>So, this very reason attracted them to join the movement started by Joey Mattress. <\/p>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">Why Did BROS\u2019 Decide To Partner With Joey Mattress?<\/h3>\n<p>BROS has always been a huge supporter of local businesses, Chia Lee explained. \ud83d\udcaa<\/p>\n<p>Since its inception in 2004, BROS has organised numerous campaigns aimed at supporting local businesses, she elaborated. <\/p>\n<p>For instance, in 2020, BROS launched a brand new collection of 60 water bottles under the theme \u201cHOME IS ___\u201d.<\/p>\n<p>This theme is aimed at raising a social dialogue on what Malaysia means to everyone of us as Malaysians. \ud83c\uddf2\ud83c\uddfe<\/p>\n<p>For this theme, they collaborated with local artists \u2013 Fritilldea, Ranerrim, Brindha Kumar and Loka Made on a Limited-Edition \u201cArtist Series\u201d where these artists shared their perspectives on being Malaysian.<\/p>\n<p>Another example of BROS\u2019 active support for local businesses is during Merdeka and Malaysia Day last year. \ud83d\udcc5<\/p>\n<p>They partnered with 3 local brands: APOM, Kintry and Loka Made. <\/p>\n<p>Chia Lee explained their aim was to create Malaysian-themed bundles to sell on BROS\u2019 e-store (e.g. APOM\u2019s slang t-shirt and BROS\u2019 slang bottle bundle). <\/p>\n<p>So, they produced a series of video campaigns highlighting everyday people from all walks of life, sharing their story and what Malaysia means to them.<\/p>\n<p>If you\u2019re interested, you can watch the video below:<\/p>\n<div class=\"ytvideoWrapper\">\n    <!-- Copy & Pasted from YouTube --><br \/>\n    <iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/rhJFj2vrG2A\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>For these reasons, it makes sense that BROS was keen to join Joey Mattress\u2019 movement! \ud83c\udfc3\u200d\u2642\ufe0f\ud83d\udca8\n<\/p><\/div>\n<hr class=\"no_line\" style=\"margin: 0 auto 30px auto\"\/>\n\n<h3 style=\"font-size: 25px; font-weight: bold;\">How Did BROS Change Its Brand Strategy To Adapt To COVID?<\/h3>\n<p>Curious to learn how BROS adapted to COVID, we asked Chia Lee to provide us with some insights that could help you do the same. \ud83d\udcaa<\/p>\n<p>We have started putting more focus on our online presence, she noted. <\/p>\n<p>This is accomplished through social media or creating exciting promotional campaigns and gift sets on BROS\u2019 e-store during the festive season, she commented. \ud83d\ude42<\/p>\n<p>There is a huge behavioral shift to shop online more than before. So, BROS has shifted a lot of their focus to the online market. <\/p>\n<p>She also added that BROS\u2019 will be having an upcoming launch for their 2021 bottle collection \u201cLife, Space and Everything in Between\u201d. <\/p>\n<p>This launch will also take place in late May, and will be done virtually. <\/p>\n<p>If you\u2019re interested, you can join <a href=\"https:\/\/www.instagram.com\/brosmalaysia\/\">@brosmalaysia<\/a> (Instagram) or <a href=\"https:\/\/www.facebook.com\/brosnews\">@brosnews<\/a> (Facebook) or <a href=\"https:\/\/www.bros.com.my\/v2\/\">www.bros.com.my<\/a> for more info! \ud83d\udc4d\n<\/li>\n<\/ol>\n<hr class=\"no_line\" style=\"margin: 0 auto 20px auto\"\/>\n\n<p style=\"font-size: 25px; font-weight: bold;\"><b>Wrapping It Up\u2026<\/b><\/p>\n<p>What are your thoughts after hearing these insights from the 3 brands above? \ud83e\udd14<\/p>\n<p>Take some time to digest this article, and then ponder how you can use some of the practical tips above to kickstart your brand partnership campaign.<\/p>\n<p>Next, we\u2019ll be interviewing Joey Mattress\u2019 final 4 brand partners: Salang Design \ud83d\udc55, Perfectly Tea \u2615, Goodpair Socks \ud83e\udde6 and Lilin+Co \ud83d\udd6f\ufe0f. <\/p>\n<p>So, stay tuned for our third article! <\/p>\n<p>Until next time, continue to #sapotlocal! \ud83d\udcaa<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>","protected":false},"author":1,"featured_media":5843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7],"tags":[],"table_tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Supercharge Your Brand Partnership Strategy Like Joey Mattress \ud83d\ude0e (Part 2) - Brand360<\/title>\n<meta name=\"description\" content=\"Level up your brand partnership strategy to grow your business. 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