kelvin_emmanuel_ng_brandfolio

Kelvin Emmanuel Ng Brandfolio

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 sg.kelvin@gmail.com

Branding for Success

+ Contact

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.

In a customer’s mind, the brand

equals the company’s reputation,

that is, the experience & value

they expect to get

Branding & design enables businesses

to deliver distinctive experiences,

bringing them to life through all

internal & external touch-points

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

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

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

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

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

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

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

• 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

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

From government agencies to global market leaders & local SMEs, I have worked with B2Cs and B2Bs for more than a decade…

…to enhance their brand equity through global thinking & local application

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

Watabe Wedding Chijmes Hall

01 Localise, position & launch a leading foreign-listed corporation

02 Integrated Marketing Campaigns for leading FMCG brands

Gondola dressing

Wobbler

Headerboard

Standee

Shelf Talker

Pallet dressing

Fleet / Summer’s Eve

03 Turn-around a #1 US brand in Asia

Kimage Hair Studio

04 Bring a neighbourhood brand up-market

Soyato

05 Brand & launch a successful start-up

Soyato

Mama Lemon

06 Achieve record sales for a heritage brand

Vivian Regina

07 Position a B2B SME to expand globally

Vivian Regina

08 Brand the developer of Singapore’s most branded commercial developments

Raffles Quay Asset Mgt

HSBC 09 Internal branding campaign that engaged staff at one of the world’s largest banks

Energizer / Eveready

10 Packaging alignment across Asia for a global market leader

Singex / Expo / Max Atria

11 Re-position a veteran brand for a new market segment and global expansion

Singex / Expo / Max Atria

Raimondi Cranes

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

Baygon

14 Brand Alignment across Europe & Asia for a global market leader

15 Pre-acquisition brand refresh for a public listed VOIP market leader

Mediaring

16 Craft a breakthrough campaign for a leader in Executive Development

The Works Partnership

The Works Partnership The Works Partnership

17 Re-brand a 200 year old institution that represents leading corporations from 40 nations and 20 industry sectors

National Institute of Education

18 Creating brand alignment within a national education institute

19 Cross-marketing & Trade promotion for a global market leader

Eveready

F&N foods/Sunkist

20 Win market leadership in a new category for a trusted brand

The Star Pitch

Kelvin Emmanuel Ng

T +65 9 686 5714 E sg.kelvin@gmail.com

kelvin_emmanuel_ng_brandfolio

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success private confidential

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marketing design

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powerful branding

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