Vision & Mission for These Electronic Pages

Though I will, from time to time, comment on news, experiences and personal bias, the purpose of this blog is not simply the study of branding as a series of one-off articles. 

The greatest value will come from the practical application of branding theory with the aim of proposing what specific companies should do to improve their brand strategy. 

Assuming roles of researcher, analyst and consultant, I will decipher the key aspects of brands: 

• What is the source of a company's sustainable competitive advantage?
• Is this the driver of a clear, emotional and compelling vision?
• Are decisions at the top of the organisation made based on “How will this impact the perception of our brand by consumers?” or “How will this impact our value to shareholders?"
• Do people and processes within the organisation bring the promise to life?
• Do products within the brand architecture (from their name to their features) communicate the proposition?
• Is the identity communicated effectively to the intended audience? 
• Is there a gap between perception and reality that influences status among competitors?

Although a compelling proposal is the ultimate destination, important lessons will come from the journey itself. In sharing each step, these pages will paint a picture rather than take one. And I imagine the end-result to be more rewarding.


Among others, some initial themes that will become a common thread include:

• The contest for dominance in athletic apparel 
• The unstable battleground in mobile technology and social media
• The dynamics of branding financial planning in Asia

As theories weave together each post, expect the strategic picture to become more clear as pieces of the puzzle come together.