Kelvin Emmanuel Ng - Brandfolio

TheBureauofBranding&DesignBrandfolio

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Contents

+Beliefs&SkillSet

+TheWork

SelectedCreden9alsInaNutshell

[email protected]

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SummaryBio

Truth That Sells

That has been my working philosophy. Customers are becoming more savvy, lessforgivingtobrandsthatarenottruthfulaboutwhattheycandeliver, thosethataren’ttrue to their brand promise. With the advent of digital connecAvity, disgruntledcustomers can quickly become ‘badvocates’ that can destroy a brand’s equity with acoupleofinfluenAalposts.At the same Ame, the environment has reached a point of hyper-compeAAon wherebrands need to truly differenAate to thrive in their market, supported by aGenAon-geHng creaAve. Forover adecade, I havebeen successfullyhelping clients toprocesstheirtruthintopowerfulbrandingthatsells.


InaNutshell


In a customer’s mind, the brand equals the company’s reputation,

that is, the experience & value they expect to get

InaNutshell


Branding & design enables businesses to deliver distinctive experiences, bringing them to life through all internal & external touch-points

InaNutshell


BrandingforSuccess

Asaresult,Brandingwillallowyouto:•  ClarifyaposiAoningthatisdifferenAatedfromcompeAtors

•  DefinetherelaAonshipbetweenbrandsandsub-brands,targeAngthemtospecificsegments

•  Developmessagingthatpersuasivelycommunicatesthebrands’benefitsandproposiAons

•  Createanexperienceofthebrandthatnurturesloyaltyandcommandsapremium


InaNutshell

InanindustrywhereagenciesarepolarisedbetweenexperAseinbrandstrategyversuscreaAveexecuAon,IhavedemonstratedtheabilitytoeffecAvelysynergisebetweenthetwoinprojectsglobally.

TheDifference


InaNutshell

Foroveradecade,Ihavesteadilygainedcredibility,beinglistedasaconsultantwithgovernmentagencies,theSingaporeDesignCouncilandtheManagementConsultantsCerAficaAonBoard.Ihavenotonlyspokenatseminarsworldwide,judgedatandgarneredcreaAveawards,butalsoachievedmarkeAngexcellenceandconsumerchoiceawardsforclients.

Business,Marke9ng,&Crea9veExcellence


InaNutshell

SingaporeStarAward–Touché(AsiaPacificBreweries)

SingaporeStarAward–Summer’sEve(CBFleet)

SingaporeStarAward–Zing(EuYanSang)

SingaporeStarAward–Crakgon(VivianRegina)

SingaporeStarAward–ChocoMarvel(Hi-Beau)

Crea9veAwards

NTUCUnityChoiceAwards–AvalonJustUme

CozyCotHolyGrail–ChocoMarvel

WatsonsPopularChoice–AvalonProbioAcs

NTUCUnityChoiceAwards–AvalonFatBurner

HerWorldBeautyAwards–ChocoMarvel

MarkeAngExcellenceAwardSilver–ChocoMarvel

Branding&Marke9ngAwards

SpiritofEnterpriseAward–Nominee

ShellLiveSPARKAward–Soyato

RunnerUp,IdeasInc-Soyato

Winner,Start-up@SG-Soyato

BusinessAwardsAgencyoftheYear-Finalist

Business,Marke9ng,&Crea9veExcellence

ExcellenceinBrandStrategy–Soyato


InaNutshell

Iunderstandthatthemapisnottheterritory.MytenureasanentrepreneurmeansIhaveanaffinityforpracAcalbusiness-orientedbrandingsoluAonsfortheregion.

EntrepreneurialinSpirit


InaNutshell

Ihaveappliedmyprovenmethodologyacrosstheglobe–inthefieldsofcorporate,consumer,environmentaswellasdigitalbranding.ApplyingaholisAcapproachacrossacomprehensiveworkscopehasbenefiGedMNCs,SMEsandstart-upsalike.

Proven,Holis9cMethodology


1. Brand Research

2. Brand Audit

3. Gap & Opportunity Analysis

5. Brand Architecture

4. Brand Platform 6. Brand Expression 7. Brand Activation & Training

8. Brand Consulting & Measurement

Tools: Focus Groups, Surveys, Desk Research

Visual audit of relevant Brand Touch-points: •  Logos •  Collateral •  Website •  Uniforms •  Vehicles •  Stores, Offices etc.

Insight: Perceptions, Attitudes, Associations

Audience: Staff, Public, Government Agencies

Identify gaps between desired and existing positioning and perceptions, attitudes, associations with regards to: •  Operations •  Products & Services •  Relationships •  Brand Equity

SWOT and competitor benchmarking

•  Vision & Mission •  Brand Values •  Brand Personality •  Brand Attributes •  Brand Positioning

•  Hierarchy/relationship between brands

•  Naming convention & visual relationship

Develop Visual Branding System & Touch-points: Corporate Branding •  Logos , Stationery Consumer Branding •  Packaging, A&P

Environment Branding •  Signage , Retail

Digital Branding •  Web, Social Media

•  Brand Training •  Media Relations •  Marketing

Communications Counsel, Editorial Services

•  Event Management •  Speaking Opportunities

KPI & ROI:

•  Perceptions, Attitudes, Associations

•  Media value, Frequency & Reach

OverviewofWorkExperience

Set KPI and ROI Framework

Establish Brand DNATM Develop Brand CharismaTM Administer Brand NurtureTM

InaNutshell


In a Nutshell

Irecognisethateverycompanyisatadifferentpointintheir

businessandbrandingjourney.IbelieveinidenAfyingthe

uniquechallengesfacingeachorganisaAon,lookingtonurture

itbyrecommendingopAmalbrandinginiAaAvesthat

considersboththeirresourcesaswellasambiAon.

NurturingBrandsofAllSizes


Launch

growth

maturity

decline

SelectedCreden9als


Fromgovernmentagenciestoglobalmarketleaders&localSMEs,IhaveworkedwithB2CsandB2Bsformorethanadecade…

SelectedCreden9als


…toenhancetheirbrandequitythroughglobalthinking&localapplica9on

SelectedCreden9als


For just over a decade now, I am proud to have been

accomplishing my mission of Nurturing Brands of all Sizes

Following are a few examples of projects

I have had the privilege to work on

SelectedCreden9als


WatabeWeddingChijmesHall01Localise,posi9on&launchaleadingforeign-listedcorpora9on


WatabeWeddingChijmesHall


02IntegratedMarke9ngCampaignsforleadingFMCGbrands

F&N



F&N

Gondola dressing

Wobbler

Headerboard

Standee

Shelf Talker

Pallet dressing


F&N

Fleet/Summer’sEve

03Turn-arounda#1USbrandinAsia


KimageHairStudio

04Bringaneighbourhoodbrandup-market


Soyato

05Brand&launchasuccessfulstart-up


Soyato


MamaLemon

06Achieverecordsalesforaheritagebrand


VivianRegina

07Posi9onaB2BSMEtoexpandglobally


VivianRegina


08BrandthedeveloperofSingapore’smostbrandedcommercialdevelopments

RafflesQuayAssetMgt


HSBC

09Internalbrandingcampaignthatengagedstaffatoneoftheworld’slargestbanks



HSBC

Energizer/Eveready

10PackagingalignmentacrossAsiaforaglobalmarketleader


11Re-posi9onaveteranbrandforanewmarketsegmentandglobalexpansion


Singex/Expo/MaxAtria


Singex/Expo/MaxAtria

RaimondiCranes

12Developabrandcampaignforaleaderintheglobalcranemanufacturingindustry


KnowledgeUniverse

13Brandarchitecturedevelopmentandposi9oningfortheleadingprivateeduca9onorganisa9on


Baygon

14BrandAlignmentacrossEurope&Asiaforaglobalmarketleader


15Pre-acquisi9onbrandrefreshforapubliclistedVOIPmarketleader

Mediaring


Mediaring


16CragabreakthroughcampaignforaleaderinExecu9veDevelopment

TheWorksPartnership


TheWorksPartnership


17Re-branda200yearoldins9tu9onthatrepresentsleadingcorpora9onsfrom40na9onsand20industrysectors

SICC


Na9onalIns9tuteofEduca9on

18Crea9ngbrandalignmentwithinana9onaleduca9onins9tute


19Cross-marke9ng&Tradepromo9onforaglobalmarketleader

Eveready


Eveready


F&Nfoods/Sunkist

20Winmarketleadershipinanewcategoryforatrustedbrand


TheStarPitch


Logos


SummaryBio



Co-foundedandledaBrandAgencyoftheYear2014finalistthatwasalsoawardedtheMarkeAngExcellenceAwardandPackagingStarAwardsinmulApleyears.BrandStrategy&CreaAveDirectorwitha16yearcareerinBrandDevelopment,MarkeAng&Design.Experienceinbrandstrategydevelopment,accountmanagement,internaAonaldesign&markeAngcampaignsforclients-fromFortune500companiestolocalSMEstart-ups,inbothB2CandB2Bindustries.ExperAseinimplemenAngaholisAcbrandingprocess,frombrandaudit,research,gapanalysis&posiAoning,brandarchitecture/blueprint/guidelinesdevelopment,idenAtysystems,designconceptualisaAon,online/printmarkeAngacAvaAonandprojectmanagement.

OverseenonlinetoofflinemarkeAngoperaAonsinChinaandSingaporeasChiefMarkeAngOfficer,developingmarkeAngstrategy,visionanddirecAngmarkeAngeffortstowardscontribuAngtothebusiness’growthandboGomline.ACerAfiedPracAcingManagementConsultant(withSBACC)andDesignSingaporeCouncilregistereddesignerthatdeliversBrandingaswellasDesignseminarsandclinicslocallyaswellasoverseas.Accessmycurriculumvitae&porholioonlinesg.linkedin.com/pub/kelvin-emmanuel-ng/10/928/b64 www.the-branding-bureau.com

KeyAccomplishments:DeliveredbrandingsoluAons,markeAngplans/campaignsthatsuccessfully•Launchedstart-ups•Re-posiAonedSMEs&foreignlistedcorporaAons

•Deliveredrecordsales&salesturn-aroundregionally

•Establishedmarketleadership•Re-brandedbusinessesforlocalandoverseasgrowth

KelvinEmmanuelNg

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Kelvin Emmanuel Ng - Brandfolio

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