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Our thinking on business and brand, and what makes them grow

Brand Stories

Double life of the Michelin Man

The Michelin Man’s real name is Bibendum. It comes from the Latin word that means “to drink”.

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Latest Articles

Elderly Asian couple with excited expressions watching engaging brand content on television.
Brand Stories

Supermarket draws aren't made alike

Sheng Siong has been airing its heartlands-famous lucky draw on live TV for 37 seasons since 2007.

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Woman jogging in the sunset, used in blog article about Nike and its brand message.
Brand Stories

Just think it

There are times when we all know what we should do, but we struggle to follow through. Nike didn’t solve this struggle. It simply gave it three words.

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Woman's hands using a smartphone to scan a credit card for a digital transaction, featured in article about brand purpose in banking
Brand Stories

POSB & DBS in a tale of two purposes

POSB has been serving as our “People’s Bank” since 1877. DBS started out as the Development Bank of Singapore.

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More Insights

Abstract rendering of Google search interface with coloured vertical rectangles replacing the Google logo above the search bar, showing the transcendent nature of a strong Brand Identity.

How Google became everyone's verb

The brand name appears about 2 times per million words in modern English, according to the Oxford English Dictionary.

Brand Stories

Large directional sign pointing towards food trucks, used for an article about brand experience.
Double life of the Michelin Man
The Michelin Man's real name is Bibendum. It comes from the Latin word that means "to drink".
Elderly Asian couple with excited expressions watching engaging brand content on television.
Supermarket draws aren't made alike
Sheng Siong has been airing its heartlands-famous lucky draw on live TV for 37 seasons since 2007.
Woman jogging in the sunset, used in blog article about Nike and its brand message.
Just think it
There are times when we all know what we should do, but we struggle to follow through. Nike didn't solve this struggle. It simply gave it three words.
Woman's hands using a smartphone to scan a credit card for a digital transaction, featured in article about brand purpose in banking
POSB & DBS in a tale of two purposes
POSB has been serving as our “People’s Bank” since 1877. DBS started out as the Development Bank of Singapore.
Abstract rendering of Google search interface with coloured vertical rectangles replacing the Google logo above the search bar, showing the transcendent nature of a strong Brand Identity.
How Google became everyone's verb
The brand name appears about 2 times per million words in modern English, according to the Oxford English Dictionary.