If you are involved in running a business and are beginning to wonder when you should start looking into branding (how does it work, anyway?), brace yourself. According to Jacky Tai and Wilson Chew, you should have started your branding exercise yesterday! This book distils the authors’ wealth of experience in grappling with branding strategies in the real world into a practical and easy-to-understand guide for everyone involved in branding.Revised from the 2007 bestseller, Transforming Your Business Into A Brand, this updated branding manual will show you just how a business becomes a brand.
For a decade, Jacky Tai headed the marking departments for several companies in the United States and Singapore before he joined International Enterprise Singapore. Heading its branding initiatives, Tai developed revolutionary training programmes that helped various companies—from innovative start-ups to established players—to better understand branding strategies. Jacky is currently Principal Consultant in StrategiCom, a B2B branding specialist.
Wilson Chew is a business strategist who has amassed more than a decade of valuable experience in the areas of corporate and brand strategies. Wilson’s clientele includes some of the most reputable of organisations. Wilson is currently Principal Consultant and Chief Executive Officer of StrategiCom, a global business-to-business branding specialist firm with 11 offices globally and 110 full-time consultants.