A talk by Polina Lendel, Chief Brand Officer of the Aurora retail chain, took place at the THE / DVIZH business club. During the meeting, she spoke about the power of collaborations and partnerships as a tool for brand growth and shared Aurora’s hands-on experience in working with them.

The presentation, titled “When 1+1 = 11: How Collaborations and Partnerships Become Tools for Engagement and Brand Strengthening,” focused on how well-structured partnerships help expand audiences, boost brand awareness, and create additional value for customers. Using real Aurora case studies, Polina demonstrated how brands can amplify each other by working with shared meanings, values, and goals.

Special attention was given to the practical side of collaborations — from the first steps in working with partners to the implementation of joint projects. Polina also highlighted the key stages of collaboration, the importance of clear agreements, and the role of the team at each stage.

The talk also covered Aurora’s top collaborations, including both successful cases and failures that became valuable sources of insight.

The meeting at THE / DVIZH served as a platform for sharing practical experience and engaging in an open discussion on how collaborations work in real-world conditions.