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

Brand Strategy

When brand building is also future-proofing

Sometimes change is an opportunity to leverage, and sometimes your brand is a part of that response.

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Latest Articles

Woman picking up post-it note from glass wall during brand building strategy session in modern office.
Brand Strategy

Discover the logic of brand building

For many business owners, the hardest part of brand building is the constant, nagging question of “what to do next?”

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Times Square billboards showcasing brand building tactics in plain sight in New York City
Brand Strategy

Brand building in plain sight

While business schools teach brand theory, the real masterclass is happening around us.

Read

More Insights

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.

Brand Strategy

Laptop and typewriter facing each other, representing how a strong brand strategy evolves with the times to stay relevant.
When brand building is also future-proofing
Sometimes change is an opportunity to leverage, and sometimes your brand is a part of the response.
Woman picking up post-it note from glass wall during brand building strategy session in modern office.
The patterns of brand building
For many business owners, the hardest part of brand building is the constant, nagging question of "what to do next?"
Times Square billboards showcasing brand building tactics in plain sight in New York City
Brand building in plain sight
While business schools teach brand theory, the real masterclass is happening around us.