“Brands live in the mind of your customers”
– Jurn Chan
The journey begins with an idea, the seed which planted into the right minds will flourish and grow.
As with a plant, it is not within our control to foresee the exact form it will take in each mind,
but like a carefully pruned bonsai, we can shape it through influence.
Through thoughtful and nurturing care, ideas grow to become brands.
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner” – Phillip Kotler
People come and leave, capital assets depreciate over time, patents expire, only brands appreciate over time.
There is no proven formula for successful brands, what works for one might spell disaster for another. Nevertheless, through years of trial and built on the shared knowledge of experts, we have developed a framework for the development and management of brands. This framework draws upon fundamentals from David Aaker as well as the clarity of Marty Neumeier.
Through the process, we wanted a system that is simple for partners and clients to learn and adopt so that everyone can be on the same page. This framework also needed the flexibility to strike a balance between caving in to short term pressures and building long term brand equity that’ll pay dividends for years to come. As with all great brands, it starts with a clear vision, strong foundation and sound strategies.