About

'Brand' is bigger than marketing communications — it drives how a company does business, creates products and services, and treats employees, customers, and society at large. This perspective has guided my 20+ years as a brand strategy consultant and creative agency strategist working with my clients to grow their businesses holistically.

My strategy expertise spans a brand’s lifecycle and includes brand vision and positioning, brand portfolio and architecture, employer branding, product and service innovation, omni-channel marketing communications, and branded experience. I approach brand strategy like a journalist – having started my career as one at NBC in New York City – by uncovering hidden truths about brands and their customers to create and shape meaningful brand stories.

I also have expertise designing and facilitating virtual and in-person workshops, through a style that is both rigorous and creative – ‘challenging the status quo’ as one client has described – collaborative, and always infused with energy.

I previously held strategy leadership roles in brand consultancies and creative agencies in New York, Paris and across Southeast Asia including FutureBrand, Dragon Rouge, MullenLowe, Ogilvy and the brandgym.

I am now Managing Partner of my own boutique brand consultancy BGRD Pte. Ltd. helping brands harness untapped opportunities for growth. In addition to providing independent consulting services, I partner with select best-in-class consultancies and creative agencies to deliver agile and bespoke brand growth solutions for clients.

Work

I have led a range of upstream and downstream brand growth projects from brand creation to organisational culture to creative communications.

Clients have included global FMCG giants such as Unilever and Nestle, as well as Southeast Asia jewels such as Malaysia’s Petronas and Singapore’s Armed Forces, though my experience has spanned several B2C, B2B and G2C sectors including FMCG, Financial Services, Infant Nutrition, Travel & Hospitality, Energy/Oil & Gas, Tobacco, QSR, Government, Telco and Education.

My work has helped clients win both effectiveness and creative awards. I have also judged for the WARC Prize for Asian Strategy and Malaysia’s Effie Awards.

If you are interested in knowing more, please get in touch and we can talk through some case studies.

Unilever, Mindef, Khazanah, Petronas

Writing

THREE WAYS TO EMBED BRAND VALUES IN YOUR BUSINESS

Brand values align and unite a company’s culture but to be effective they need to be embedded into an organisation’s daily practices and behaviours, as we learn from the likes of Amazon, Lego and Netflix.
Written for the brandgym.

CATEGORY TWISTS NEED TO STAY TRUE TO THE BRAND

Shake but don't stir your strategy to cut through as Tang, Fevikwik and Singtel demonstrate in WARC's Prize for Asian Strategy.
Written for WARC.

CREATING 'SIGNATURE SERVICES' IN A SOCIALLY DISTANCED WORLD

Inspiring examples of brands cleverly creating ways to deliver memorable service experiences, despite the restrictions of life during a pandemic.
Written for the brandgym.

EIGHT RECESSION PROOFING TIPS FOR BRANDS

To survive and thrive in a COVID-19-induced downturn, brands should explore strategies to address both demand and supply.
Written for WARC.

ALILA HOTELS: BOTTLING THE MAGIC OF A TRULY DISTINCTIVE SERVICE BRAND

Alila shares the magic formula behind its distinctive brand experience.
Written for the brandgym.

BRAND & DELIVER: BEYOND IMAGE WRAPPER BRANDING TO BRAND-LED BUSINESS

Without real substance to support it, advertising risks being ‘image wrapper branding’ - using communications to cover up a mediocre or poorly performing product or service. Being a true brand-led business means branding AND delivering.
Written for the brandgym.

Speaking

Building Brand Trust: Actions that Matter

How to create crisis-conscious brand marketing strategies to navigate through the Covid-19 crisis and subsequent recession.
Webinar prepared for Marketing Interactive’s Business Resilience series.

Managing Brand Portfolio during Recession

Recession-proofing tips to survive and thrive in the downturn with a focus on managing brand portfolio.
Webinar prepared for WARC.

#PressForProgress, International Women’s Day

Discussing the positive gains women in business are making in Singapore and the challenges faced along the way.
Panelist @Salesforce.

Confessions of the Malaysian Shopper

Insights into Malaysian Shopper behaviours vs. Southeast Asia.
Speaker, Retail Media Forum.