Harnessing the power of employee wisdom to build successful brands in Asia Pacific. Championing Asia-relevant product and services, FutureBrand has pioneered new branding practices including reinventing traditional Brand Strategy and Identity by incorporating customer co-creation, developing an Employer of Choice Branding program to help business win the war for talent and raising the bar on brand ROI with a sophisticated Brand Effectiveness program.
8. The Nature
of Exceptional
Brands
8
The disparate
nature of Asian
markets and the
volatile demography
of the region raises
important questions
as to how great
brands are built.
10. 10
Challenging the Status Quo:
Shortfalls of
Branding Today
Branding
traditionally
creates static
personas that
bear little
resemblance with
reality.
11. 11
Challenging the Status Quo:
Shortfalls of
Branding Today
It assumes a top-
down approach
in which no truth
is being told.
12. 12
Challenging the Status Quo:
Shortfalls of
Branding Today
Top-down
branding
exercises also
fall short of
achieving
proactive internal
support.
13. 13
Challenging the Status Quo:
Shortfalls of
Branding Today
As a result, most
brands do not
grow organically,
detached from
the organisation,
with little
momentum.
18. 18
Challenges in Asia
Market diversity
within the SEA
corridor makes it
essential for
companies to unify
staff around a
common purpose
and culture.
21. 21
How do we
address these
challenges?
We build internal consensus around
a big idea to get buy-in throughout
the organization.
22. 22
How do we
address these
challenges?
We build internal consensus around
a big idea to get buy-in throughout
the organization.
We value the expertise of the
front-line staff that represents the
brand on a daily basis.
23. 23
How do we
address these
challenges?
We value the expertise of the
front-line staff that represents the
brand on a daily basis.
We respect corporate practices
and employee input and internally
validate our ideas.
We build internal consensus around
a big idea to get buy-in throughout
the organization.
25. 25
A New
Approach to
Brand
Creation
Great brands create experiences
around products and services that
foster customer engagement and
create lasting positive impressions
through emotional and personal
connections with people.
26. 26
Future brand creation needs to
assume a holistic perspective on
building brands based on internal
strengths, core truths, customer
centricity and experience design.
A New
Approach to
Brand
Creation
27. 27
Branding needs to become
strongly integrated in business
strategy, product and internal
operations.
A New
Approach to
Brand
Creation