About the Author

I grew up as a "third culture kid" in the Philippines, Bangladesh and Germany. A Canadian, I now live happily in Singapore for a second time. Given my background in investment management, I was recently asked: "You have a Masters in Finance. Why would you throw it away for brand strategy?" The answer: 

My background casts the concrete foundation for branding. 

My passion lies in discovery. 

In academics, I found greater success and ambition in strategic consulting, organisational behaviour and innovation than the finite analysis of financial statements. Throughout my career, I uncovered the synergies between branding and investment management. 

When clients invest, they buy part of a business. Managing a portfolio requires in-depth knowledge of varied industries and economies. Advisors must know:

• Each leading company's brand architecture, consumers and competitors 
• How each brand, its products and services are perceived
• The message being portrayed by marketing, PR and operations
• The big-picture fundamentals of the industry and its future

A brand is the most important asset of any organisation. It impacts how a customer buys a product for their home, a service for their business and an investment for their retirement. 

For years, I've studied brands from the sideline. 

For years to come, I aim to be a part of their success.

A few months ago, a friend suggested I select one of the world's Top 10 most valuable brands. "Tell me what would you do with it," he asked. My proposal lead to an interview with the Director of an acclaimed consultancy who politely conceded, "Without the work you did, I wouldn't be seeing you." 

Such was the impetus for this Blog.

Let these electronic pages be an outlet for the research I already do and enjoy daily - a body of work to refer to when asked: "You have a Masters in Finance, why would you throw it away for brand strategy?"
                                                    
- Marc Bauche