What does “brand” mean to you? For some organisations, it could simply refer to a product name, logo or catchphrase. For others, it might go a little deeper—into the perception, reputation or identity of that product, and how it’s different from the competition or creates a unique image in the minds of a customer.
For Fabric Brand Partners, a New Zealand-based marketing firm for ITSPs, vendors and distributors—brand means, well… everything. It means building trust, not hope, and emphasizing integrity, growth and collaboration, among other things, according to Warwick Grey, chief engagement director of Fabric Brand Partners, which received the GTIA ANZ Associate Member Award for 2025 for providing outstanding services to the tech ecosystem.
We asked Grey why brand should be important for tech companies and what advice his organisation has to help leverage “brand” for more success in the market. Here’s what he had to say.
What does receiving the GTIA Associate Member Award mean to you?
For Patrina [Kerr, managing director] and I, receiving this award is not about personal recognition, but a celebration of the collective effort of the wider Fabric Brand Partners team. Every member plays a role in supporting clients, partners and the wider tech community. The award serves as a reminder that doing the right thing, helping others grow and fostering trust and collaboration are what truly matter. It motivates the team to continue contributing, learning and making space for others to succeed.
Why should the concept of “brand” be so important to a business organisation?
Brand is much more than a logo or set of visuals; it embodies an organisation’s purpose, values and promise. It builds trust, creates clarity and aligns teams, both internally and externally. The whole Fabric Brand Partners team sees brand as the bridge between strategy and action, connecting ambition to meaningful impact. Thoughtful investment in brand ensures that every interaction with clients, partners and the wider community reflects the organisation’s identity and delivers confidence in what it stands for. Marketing is what you see, sales is what you hear but brand is what you feel.
What does “community” mean to you, and why is it important for tech professionals to engage with their peers?
Community is central to how Fabric Brand Partners operates. The tech sector thrives when people share insights, experiences and encouragement. Engaging with peers helps develop skills, build resilience and create opportunities for collective success. For the Fabric Brand Partners team, community is where generosity meets ambition. Being actively involved allows the team to contribute meaningfully while learning from others and fostering genuine connections across the ecosystem.
What has made Fabric Brand Partners different from the competition and successful with your partners?
Our difference lies in our people-first, hands-on approach. We start by listening carefully to understand the unique challenges their clients face, then work alongside the team to provide tailored support. Success is measured by the trust, clarity and momentum built over time, not short-term wins. By combining strategic insight with practical execution, Fabric Brand Partners creates partnerships that are meaningful, enduring, and genuinely impactful. Working in the ANZ and ASEAN IT Industry for 35 years certainly helps too as we really sell trust, not hope.
What advice do you have for other associate members to be successful in the channel?
The key to success is relationships, long-term thinking and consistent contribution. Understanding clients’ goals, sharing knowledge generously and engaging actively in the community are essential. The whole team emphasises reliability, integrity and collaboration as the foundations of strong, lasting partnerships. When associate members focus on mutual growth and approach every engagement with purpose and care, they create connections that are rewarding both professionally and personally.
