When you set up Neighbor, did you think it would one day become inadequate in providing solutions to businesses today?
We thought we had all grounds covered since inception because our expertise covers the three major specialties of branding, advertising and design. Along the way, there were job requirements that far exceeded what an agency can do or times when there were surprising requests (like designing and installing airplane graphics); we simply do not know what kind of brief each new client brings to the table. We have recently set up a consortium of established specialists in their own right in answer to this, aptly named Compendium. In addition to branding agency, it comprises of accomplished architects, interior designers, material specialists, marketing, public relations & social strategists, IT experts, influencers etc. The objective is to readily address our world’s evolving and challenging requirements to achieve streamlined and integrated results. Case in point: a hotel conglomerate approached us to help them brand a new chain of ultra-luxury resorts and also to provide the whole plethora of services to ensure all that is required to executed effectively and to deliver results. In other words, the responsibility of new concepts, branding, production, business consultation, marketing and launch were placed squarely on our laps. Compendium answered that purpose with a cohesive strategy and comprehensive proposal that impressed the client.
Which brand do you think needs help?
It goes without saying all brands, no matter how successful, can and should always improve their brand development. Throughout my 30-year career, I have observed varied inadequacies or room for improvement for both small setups and MNCs. For example, what is next for a sports brand besides executing the same formula to success since decades ago? Or wouldn’t it be more inviting to devise an open concept for high-end jewellery stores and bid farewell to the dated enclosed layout in the name of exclusivity? Why can’t visual merchandising from one industry be applied in another for a refreshing experience? Why can’t certain car companies achieve a coherent brand voice? All factors play a part in the communications of the brand. Companies should be mindful that good can become great and great can become stellar.
I’ve also noticed how Korean cars are still on a journey to discover their brand identity and build a stronger brand loyalty. It doesn’t help that they entered the global market much later than their competitors. They started off by incorporating external specialists and local industries – but with mixed results. Developing a car brand is a comprehensive business.
Successful brands have put broken down the company’s DNA to formulate a brand map so that the brand voice can be heard. On top of product development, they build the brand identity and drive good marketing. The reward is a captivated target audience that understands what the brand stands for.
You’ve done work for quite a few hospitality clients – what do you think could be done to help them today, given Covid-19?
Neighbor serves a dual role as both brand consultant and the executor of creative strategies. To help our hospitality clients, the proposal can come in the form of 3 sections; past, present and future.
Past: the client has to consider what works well in the past that could still be implemented in these challenging times. Identify programmes that should have been developed prior to Covid-19 and review if they can commence now. Questions such as: if we had known beforehand a pandemic is imminent, what sort of preparation and business adjustments are needed.
Present: Other than some of these considerations mentioned, the client may examine other programmes that feed the bottomline if they do not wish to sit the pandemic out. A great example is Work From Hotel packages for those who prefer less family distraction during work hours. Another instance is hotel collaboration with the government as quarantine facilities. Basically, commercial application that can be implemented for a property with multiple rooms and facilities but yet without incurring logistic disruption and costs. The clients should also take this opportunity to review, consolidate and improve their business and brand development. Now is the time to build a stronger affinity with their audience and to draw commitment from travellers once the pandemic is over.
Future: nothing lasts forever, clients need to implement plans strategised during the present to emerge a stronger brand and better prepared for the next disruption.