SXTC GLOBAL BRAND CONSULTING

Singapore Telecoms: A complete re-branding assignment of Singapore’s largest company ($15 Billion USD-2009 and 300 million customers across Asia). The central aim of this work, which lasted for over a year, was the strengthening of the corporate brand to minimize the loss of business and profitability anticipated as a result of forthcoming deregulation. Research was studied regarding the perceptions of the company held by many different consumer groups. The brand was completely re-structured and brand architecture issues
addressed. Brand strategy workshops held for all strategic business units and subsidiary companies to ensure that all of them built the brand strategy into their business plans. Workshops were also held for all advertising agencies to ensure consistency of brand communications. A brand strategy ‘blueprint’ report was produced as a detailed guide as to how the new brand had been constructed and recommendations/ implications for its implementation.