Customer Success

Fostering brand unity through cohesive multimedia experiences

Newell Customer CMS for Brand Identity

Creating a cohesive brand identity with rich video, compelling imagery, and multichannel publishing capabilities.

The Challenge: With a big merger complete, Newell’s corporate communications leaders recognized a need to digitally reflect how all the Newell Brands fit together. Its corporate site featured the standard list of must-have content: About, Brands, Investor, Press, and Careers; however, the components did not gel into a cohesive story that articulated Newell Brands’ beliefs and the good the company was doing in the community. Additionally, the site was difficult to navigate and lacked visual excitement and vibrancy.

Recognizing its website as the cornerstone of its digital presence, Newell sought to improve the experience in an effort to highlight the positive impact of the brand and its subsidiaries. Offering an innovative, fresh, and transformative digital experience required a powerful publishing platform that could support Newell’s brand storytelling needs with rich video and compelling imagery. The ideal solution would also integrate seamlessly with Newell’s external sites and applications.

Newell CMS customer example

When the site launched, the response from the C-suite and internal team members was exciting to watch. Everyone could easily see and understand the Newell Brands vision and story.

The Brightspot Solution: The Brightspot team consulted with Newell executives, as well as more than a dozen other groups, to design a site reflective of the brand. Design and development of the new website took just eight weeks to complete. In addition to establishing a collective voice for Newell’s many subsidiaries, Brightspot now allows the organization to:

  • Support rich OTT video experiences and compelling imagery to take its brand storytelling efforts to the next level.
  • Maintain all digital properties from one platform, thus gaining more control over digital experiences and helping to unify the brand portfolio.
  • Centralize digital assets for more efficient publishing, allowing editors to view, edit, and manage assets from a single interface.
  • Decrease dependence on IT by making it possible for Newell’s marketing team to create and launch new microsites quickly with easy-to-use, pre-built modules.
  • Launch an iOS and Android app in a third of the time for the Coleman Get Outdoors app, thanks to the powerful combination of React Native and the Brightspot Content Business Platform.
  • Create publishing efficiencies by customizing workflows and automating common editorial processes.
Mobile Newell website

The Brightspot Impact: With Brightspot, Newell delivers a cohesive brand identity supported by rich video, compelling imagery, and multichannel publishing capabilities.


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All Brightspot Features

The Brightspot Content Business Platform is built by publishers and developers, and is designed to grow with your business.
A robust set of tools to manage sites, content, users and permissions, workflows, languages, and analytics.
Keyword-driven and comprehensive, filterable search and taxonomy features make folders a thing of the past.
Intuitive and designed for the work, including rich-text editing, embeds, plus collaboration features that make teamwork work.
Start publishing content rapidly thanks to built-in, extensible content types including text assets, media, pages and much more.
Drive deeper engagement and personalized experiences by leveraging authentication, profiling, segmentation and affinity features.
Built to be a bridge to your systems and all your data, start with one of the 70 plug-and-play integrations, or build any custom integration to meet your business needs.
Meet users where they are thanks to syndication and distribution tools like RSS, sitemaps, SEO tools, social publishing and translation support.
Front-end agnostic means content businesses can publish how they want - headless with GraphQL or decoupled - all from the same environment.

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