t. Maybank: Malaysia’s largest national bank. We were asked to facilitate a corporate and strategic marketing planning project with top management groups from Finance, Treasury, Planning, Retail, Corporate and Service Support members— e.g. with HR where they were guided through a 3-year planning process. Regional groups followed involving every branch in Malaysia and Singapore. The various sets of plans were then brought together to form one plan—a top down/bottom-up approach. A Training of Trainers program was then carried out so that future self-sufficiency was ensured. Year on year profits increased significantly, in excess of total management expectations.
u. Raffles International: We were asked to conduct a brand audit for this famed chain of luxury and business hotels under Raffles & Swissotel brands. In addition, we gave advice on present and future brand strategy and architecture to ensure continued domination of the super-hotel category.
v. Panasonic: We helped create the new brand platform for this famous Japanese brand. Originally intended for Asia, this has now become globally-accepted.
v2. Volvo. We worked with leadership of Sweden's iconic auto maker to generate next-generation corporate and product brand strategy.
w. Kao Cosmetics: This interesting project involved looking at all major brands and redeveloping the brand platforms to add brand-defined emotion and vocie into the strategies. We were also asked to train various country brand management teams in advanced brand management techniques.
x. Times Publishing Group: Several special audit and analysis projects have been carried out regarding brand strategy and architecture worldwide for this major publishing group of companies.
y. APPLE Computers Worldwide: We generated a strategy-based global print ad campaign for the APPLE core brand to further instil, reinforce, and communicate the unique APPLE brand identity and core values to external and internal brand employees as well as consumers.
z. Anheuser-Busch (Budweiser): We designed numerous world headquarter materials and projects for the flagship Budweiser brand from the original “Budman” to print ads to the complete St. Louis Brewery Tour portfolio— all based on state-of-the-art brand strategy and ideation.
Private Sector Engagements continued...