kelvin_emmanuel_ng_brandfolio
TRANSCRIPT
Kelvin Emmanuel Ng Brandfolio
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Private & Confidential
Summary Co-founded and leads Acacia, a Brand Agency of the Year 2014 finalist that was also awarded the Marketing Excellence Award and Packaging Design Awards in multiple years. Brand Strategy & Creative Director with a 15 year career in Brand Development, Marketing & Design. Experience in brand strategy development, account management, international design & marketing campaigns for clients - from Fortune 500 companies to local SME start-ups, in both B2C and B2B industries. Expertise in implementing a holistic branding process, from brand audit, research, gap analysis & positioning, brand architecture/blueprint/guidelines development, identity systems, design conceptualisation, online/print marketing activation and project management. A Certified Practicing Management Consultant (with SBACC) and Design Singapore Council registered designer that delivers Branding as well as Design seminars and clinics locally as well as overseas.
For my full curriculum vitae please visit sg.linkedin.com/pub/kelvin-emmanuel-ng/10/928/b64
Key Accomplishments: Delivered branding solutions, marketing plans / campaigns that successfully • Launched start-ups • Re-positioned SMEs & foreign
listed corporations • Delivered record sales & sales
turn-around regionally • Established market leadership • Re-branded businesses for local
and overseas growth
+ Beliefs & Skill Set
+ The Work
Selected Credentials
In a Nutshell
Contents
T +65 9 686 5714 E [email protected]
Branding for Success
+ Contact
Private & Confidential
Truth Sells
That has been my philosophy. Customers are becoming more savvy, less forgiving to brands that are not truthful about what they can deliver, those that aren’t true to their brand promise. With the advent of digital connectivity, disgruntled customers can quickly become ‘badvocates’ that can destroy a brand’s equity with a couple of influential posts. At the same time, the environment has reached a point of hyper-competition where brands need to truly differentiate to thrive in their market, supported by attention-getting creative. For over a decade, I have been successfully helping clients to process their truth into powerful branding that sells.
Private & Confidential
Branding for Success
Private & Confidential
In a customer’s mind, the brand
equals the company’s reputation,
that is, the experience & value
they expect to get
Branding for Success
Private & Confidential
Branding for Success
Branding & design enables businesses
to deliver distinctive experiences,
bringing them to life through all
internal & external touch-points
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Branding for Success
As a result, Branding will allow you to: • Clarify a positioning that is differentiated
from competitors
• Define the relationship between brands and sub-brands, targeting them to specific segments
• Develop messaging that persuasively communicates the brands’ benefits and propositions
• Create an experience of the brand that nurtures loyalty and commands a premium
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In a Nutshell
Private & Confidential
In a Nutshell
In an industry where agencies are polarised between expertise in brand strategy versus creative execution, I have demonstrated the ability to effectively synergise between the two in projects globally.
The Difference
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In a Nutshell
For over a decade, I have steadily gained credibility, being listed as a consultant with government agencies, the Singapore Design Council and the Management Consultants Certification Board. I have not only spoken at seminars worldwide, judged at and garnered creative awards, but also achieved marketing excellence and consumer choice awards for clients.
Business, Marketing, & Creative Excellence
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In a Nutshell
Singapore Star Award – Touché (Asia Pacific Breweries)
Singapore Star Award – Summer’s Eve (CB Fleet)
Singapore Star Award – Zing (Eu Yan Sang)
Singapore Star Award – Crakgon (Vivian Regina)
Singapore Star Award – ChocoMarvel (Hi-Beau)
Creative Awards
Cozy Cot Holy Grail – ChocoMarvel
Watsons Popular Choice – Avalon Probiotics
NTUC Unity Choice Awards – Avalon Fat Burner
Her World Beauty Awards – ChocoMarvel
Marketing Excellence Award Silver – ChocoMarvel
Marketing Awards
NTUC Unity Choice Awards – Avalon Just Ume
Spirit of Enterprise Award – Nominee
Shell LiveSPARK Award – Soyato
Runner Up, Ideas Inc - Soyato
Winner, Start-up @ SG - Soyato
Business Awards
Agency of the Year - Finalist
Business, Marketing, & Creative Excellence
Private & Confidential
In a Nutshell
I understand that the map is not the territory. And a culturally diverse team alone does not guarantee a deep appreciation of the challenges in branding for Asia. However, my tenure as an entrepreneur means we have an affinity for practical business-oriented branding solutions for the region.
Entrepreneurial in Spirit
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In a Nutshell
I have applied my proven methodology across the globe – in the fields of corporate, consumer, environment as well as digital branding. Applying a holistic approach across a comprehensive work scope has benefitted MNCs, SMEs and start-ups alike.
Proven, Holistic Methodology
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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
Overview of Work Experience
Set KPI and ROI
Framework
Establish Brand DNATM
Develop Brand CharismaTM
Administer Brand NurtureTM
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In a Nutshell
In a Nutshell
I recognise that every company is at a different point in their
business and branding journey. I believe in identifying the
unique challenges facing each organisation, looking to nurture
it by recommending optimal branding initiatives that
considers both their resources as well as ambition.
Nurturing Brands of
All Sizes
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Selected Credentials
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From government agencies to global market leaders & local SMEs, I have worked with B2Cs and B2Bs for more than a decade…
Selected Credentials
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…to enhance their brand equity through global thinking & local application
Selected Credentials
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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
Selected Credentials
Private & Confidential
Watabe Wedding Chijmes Hall
01 Localise, position & launch a leading foreign-listed corporation
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Watabe Wedding Chijmes Hall
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Watabe Wedding Chijmes Hall
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Watabe Wedding Chijmes Hall
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Watabe Wedding Chijmes Hall
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Watabe Wedding Chijmes Hall
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Watabe Wedding Chijmes Hall
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02 Integrated Marketing Campaigns for leading FMCG brands
F&N
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F&N
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F&N
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Gondola dressing
Wobbler
Headerboard
Standee
Shelf Talker
Pallet dressing
Fleet / Summer’s Eve
03 Turn-around a #1 US brand in Asia
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Kimage Hair Studio
04 Bring a neighbourhood brand up-market
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Soyato
05 Brand & launch a successful start-up
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Soyato
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Mama Lemon
06 Achieve record sales for a heritage brand
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Vivian Regina
07 Position a B2B SME to expand globally
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Vivian Regina
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08 Brand the developer of Singapore’s most branded commercial developments
Raffles Quay Asset Mgt
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HSBC 09 Internal branding campaign that engaged staff at one of the world’s largest banks
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HSBC
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Energizer / Eveready
10 Packaging alignment across Asia for a global market leader
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Singex / Expo / Max Atria
11 Re-position a veteran brand for a new market segment and global expansion
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Singex / Expo / Max Atria
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Raimondi Cranes
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12 Develop a brand campaign for a leader in the global crane manufacturing industry
Knowledge Universe
13 Brand architecture development and positioning for the leading private education organisation
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Baygon
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14 Brand Alignment across Europe & Asia for a global market leader
15 Pre-acquisition brand refresh for a public listed VOIP market leader
Mediaring
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Mediaring
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16 Craft a breakthrough campaign for a leader in Executive Development
The Works Partnership
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The Works Partnership The Works Partnership
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17 Re-brand a 200 year old institution that represents leading corporations from 40 nations and 20 industry sectors
SICC
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National Institute of Education
18 Creating brand alignment within a national education institute
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19 Cross-marketing & Trade promotion for a global market leader
Eveready
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Eveready
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Eveready
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Eveready
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Eveready
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Eveready
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F&N foods/Sunkist
20 Win market leadership in a new category for a trusted brand
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Private & Confidential
The Star Pitch
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The Star Pitch
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The Star Pitch
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The Star Pitch
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Logos