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When reflecting the fact that just one in four mergers result in success, TRA’s head of strategy Colleen Ryan told NZ Marketing earlier this year that culture - or two cultures and the failure to leverage the value of two businesses because of cultural differences - is a major culprit of failure.

Design Month, brought to you by DNA

The world of a marketer changes rapidly, and design changes accordingly as a way of keeping up and reflecting new values. However, design elements comprise a major part of a brand’s distinctive assets - and design changes need to protect key distinctive components while moving a brand forward, says TRA's Colleen Ryan.

Former pro squash player Callum O'Brien is the brains behind Jumping Goat, a new 'coffee liquor' targeting the shot market as a late night pick-me-up. He describes it as premium for the masses - a handcrafted product that can still take the piss and have fun with it. And it all started with experiments using an espresso machine he bought off TradeMe

Contact Energy has added a bit of playfulness to its power of late, with lights in Wellington's cable car tunnel and a Twitter competition to decide the winner of the People's Choice Award at the Fringe Festival. And that attitude seems to be in keeping with its whimsical new brand identity, which was created by Wellington's Designworks and San Francisco-based type designer Jessica Hische.