Why do brands even matter? In a competitive and crowded market, well-defined and effectively positioned brands allow customers to make choices, whether the customer is a shopper in a mall, or a business decision-maker in a board room selecting a supplier.
Brands need to attain a deep understanding of their customers, because this understanding helps them build a rapport with their customers, which in turn helps customers to prefer your brand over others.
Brands need to clearly understand the way their customers think, behave, and decide. This understanding then needs to be leveraged in to building an emotional and rational connection with the customers, through positive engagement across all touchpoints.
This can only be done when brands have deep knowledge and understanding of their own DNA and that’s where we come in.
We build brands.
We grow businesses.
Understanding customers begins with research, and extracting the right insights to build an engaging brand strategy.
We understand consumer behaviour in Asia, across all the different markets. We leverage our understanding to build the Brand Positioning, including the Brand Promise, key differentiators and Brand Personality, as well as Brand Architecture.
We then proceed to deliver actionable solutions that include: brand/product naming, development of logo, development of design assets including corporate identity, Web Site, and and various marketing materials.
With so many marketing messages bombarding the consumers every day, it is of paramount importance that brands identify the right messages and channels to engage with their customers. We use insights extracted from research to map out the key messages to communicate to each customer segment, and the most optimal channels to use. Essentially, this acts as a road map for developing marketing campaigns.
We work with a diverse mix of brands across the world, helping them engage with customers in Asia. Our experience includes cross-sector brands that range from early to late stage start-ups, SMEs, government agencies and MNCs.
For our MNC brands, our work entails more localization and communication work, adapting and translating global guidelines into market-specific strategies.
With our government clients, we have extensive experience in helping them engage and connect with their respective target audiences. This covers various agencies and ministries in Singapore and the United States.
We are a team of eight across our 6 offices. Every project is led and supervised by our founder and managing partner, Arsalan Ali.
Arsalan spent more than 10 years at two advertising agencies in the US in account management working with Fortune 500 clients. He grew up in London, acquired his Bachelor’s degree from Ohio, USA, worked in New York City for nine years, spent the next two years in California establishing & developing the West coast presence for Miller Advertising Agency, before moving to Singapore in 2007.
Arsalan brings extensive experience with brand strategy and managerial & operational expertise. His past roles have included Director of Client Services for TMP Worldwide (New York, Boston and Philadelphia), Managing Director for Miller Advertising Agency (New York and Palo Alto, California), and Managing Director for Jorg Dietzel Brand Consultants (Singapore).
He currently sits on the Board of the DPA in Singapore, and periodically acts as a judge at industry events and guest lectures in local universities.
Start your journey, contact us today and let us help you build your brand!