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The programme of Singapore Brand Conference 2007 has been specifically crafted to address the needs of small and medium sized enterprises. With a focus on building global brands, this event is set to be the definitive branding conference.

| 2010 | 2009 | 2008 |

Singapore Brand Conference 2007

Transforming your Business into a Brand

Opening Address: Delivering The Singapore Brand Promise
Mr Stephen Lee Ching Yen, Chairman, Singapore Business Federation

A brand is all about promise and delivery. By virtue of being a Singapore company, your brand is already promising something to a potential customer. Mr Stephen Lee will speak on what it means to be a Singapore brand and how to deliver on that brand promise.

Keynote Address: From SME To The Next Big Thing
Mr Loh Khum Yean, Chief Executive, SPRING Singapore

The SME sector is important not just because 90% of Singapore companies are SMEs but because the next big brand usually comes from this dynamic sector. Every big global brand that you see today was started not by a big corporation but by an innovative SME. Mr Loh will speak on how Singapore SMEs can capitalise on this special advantage that they have to become the next big thing and also on SPRING Singapore’s role in helping make this happen.

10 Rules For Transforming Your Business Into A Brand
Mr Jacky Tai, Principal Consultant, StrategiCom

Whether by design or by accident, every big global brand played by these 10 powerful but simple rules of branding. Jacky Tai will take you through these rules step-by-step to help you unlock the secrets to building great brands. He will also debunk some of the commonly held myths of branding that are holding back Singapore companies from crossing the chasm between being a business and becoming a real brand. You need to hear this message because it will give you a clear and unfair advantage over your competitors.

Brand Protection Strategies For The 21st Century
Mr Tony Yeo, Director, Drew & Napier LLC

Mass manufacturing technologies have closed the quality gap so much that very often, buyers can’t tell the difference between one product from another. The only thing that stands in the way of this homogenization process is the brand. The brand (and brand loyalty) is what protects companies from the potential loss of sales. But today, the situation is reversed. Brands have become so valuable that they need protection. Tony Yeo will share with you the different strategies you can use to protect your brand as well as pitfalls that you must avoid.

Corporate Brand vs Product Brand: Which Is More Critical For International Success?
Panel Chairman: Dr Wilson Chew, Group Principal Consultant & CEO, StrategiCom

There is endless debate on which brand is more important for international success – the corporate brand or the product brand. There is no clear-cut right or wrong approach. Listen to our panel members as they share their experience in brand building with and how their corporate / product brands have played a role in their success.

Panel Members

How Do You Create A Brand In A Commoditized Market?
Mr Teng Theng Dar,Chief Executive Officer, Intraco Ltd

One of the most difficult markets to operate in is a commoditized market where cost is king and it doesn’t have to be commodities per se. Even some high-tech products like memory chips, hard disk drives, thumb drives and even desktop computers, have become quite commoditized. Even then, commodities can be transformed into brands – with great difficulty, perhaps, but it can be done. Intel did it with computer chips. Evian did it with water. Teng Theng Dar will share with you his experience in trying to create a strong brand in a brutal, highly commoditized market.

Building A Brand Through Effective (And Cost-Effective) Public Relations
Mr James Acheson-Gray, Managing Director, Grayling

A brand needs to be properly communicated to be successful and there are basically 2 ways to do it – advertising and public relations (PR). If you analyse the successful brands, you will find that they were built with PR but maintained with advertising. PR has credibility because it is what others say about you but many companies (and not just in Singapore) use advertising to build their brands because it is easier. James Acheson-Gray will show you the right way to use PR to build your brand and why it is not just more effective but also much cheaper.

The SBF – StrategiCom B2B Branding Study For Globalisation
Dr Wilson Chew, Principal Consultant & Chief Executive Officer, StrategiCom

If you are a B2B company, you cannot afford to miss this session because it will share with you the findings of an important new study that surveyed 300 global MNCs on why they buy from the Singapore companies that they buy from. This study is the first of its kind and you need to learn the critical factors that influence your potential buyers’ shortlisting process if you want to compete more effectively in today’s global market. Wilson Chew will take you through the findings of this study and their significance as well as explain the methodology and criteria used.

From Start Up to Great – How To Grow From Strength To Strength
Panel Chairman: Mr Koh Juan Kiat, Executive Director, Singapore Business Federation

The statistics are frightening. It had been reported that 90% of new brands in the United States fail after 3 years. So, what makes some brands succeed while many others fail to make the cut? Our panel members will share with you how to overcome the challenges that every brand face in their fight for survival. Learn from their successes as well as their mis-steps.

Panel Members

Singapore Brand Conference

The Singapore Brand Conference is specially designed for Singapore companies, bringing you the most powerful principles that transformed successful global brands.