Influential Brands, a program organized by Brand Alliance, held its 2014 conference in Singapore on November 7th. The event, themed “Celebrating brand leadership and Asia brand heroes,” recognized the success of leading brands in the region. Several individuals representing these successful brands participated in a panel discussion, sharing their insights and experiences.

The panel included (from left) moderator Amy Lim, Founder of Brand Alliance; Esther Tang-Loo, Executive Director of Focus Network Agencies; Han Keen Juan, Executive Chairman of Old Chang Kee Group; Debra Soon, Managing Director of Channel NewsAsia; Woon Tai Ho, Director for Media and Marketing at Singapore’s National Art Gallery; Allen Law, Group Chief Executive of Park Hotel Group; and Dr. Ting Choon Meng, Founder and CEO of HealthStats International.

Esther Tang-Loo discussed the creation of the “The Cocoa Trees” brand. Originally operating as FNA, the company, whose sales have surged from S$2 million to S$220 million, sought a brand identity more aligned with its confectionery business. She explained that they aimed for a brand that evoked positive emotions and a sense of wholesomeness. Brand Alliance, their brand consultancy, proposed “The Cocoa Trees,” a name that resonated with FNA. The use of “trees” symbolized abundance, the leaves represented shade and protection, and the roots signified a strong foundation. Tang-Loo emphasized the significance of the brand, stating, “The Cocoa Trees image is almost like our face. It is our pride.”

David Chiem, Group CEO and Chairman of MindChamps, shared his brand’s origin story. He highlighted the importance of a brand name clearly reflecting the company’s identity and purpose. Chiem explained their preference for a two-syllable name, drawing a parallel to how longer names like “Los Angeles” are often shortened to “LA.” Interestingly, MindChamps developed its tagline, “Discover the champion in you,” before finalizing the brand name, with the tagline itself inspiring the brand name.

Allen Law, Group Chief Executive of Park Hotel Group, which expanded from a single hotel to ten in just ten years (excluding two recent additions), shared his brand’s tagline: “Discover love.” He stressed the importance of embodying this tagline through every interaction, ensuring that hotel staff treat guests with the same care and attention they would give to family. Law believes that this genuine care is what sets his brand apart.

Dr. Ting Choon Meng, Founder and CEO of HealthStats International, a company that developed an innovative blood pressure measurement method, recounted the skepticism he faced initially. Many doubted the ability of a Singaporean company to create something groundbreaking. He shared his experience of becoming the face of the brand to promote it, acknowledging the challenges that came with it. Dr. Meng lightheartedly mentioned, “I became synonymous with blood pressure monitoring instead of BPro.” He has since stepped back from being the brand’s sole representative, and shared that “BPro” is now commonly used as a verb by the UK medical community, where the brand has gained significant traction.

Debra Soon, Managing Director of Channel NewsAsia, emphasized that a successful brand is a collective effort. She believes in shared success and attributes failures to leadership. Soon stressed that building a brand demands dedication and hard work, debunking any perceptions of it being glamorous.

The panel also offered advice to aspiring entrepreneurs.

Woon Tai Ho, Director for Media and Marketing at Singapore’s National Art Gallery and Founder of Channel NewsAsia, offered a powerful message: “If you can think of it, it exists.”

Law, sharing his late grandfather’s wisdom, the founder of Bossini, advised, “First, you must dare to dream big. Most importantly, follow your heart. Follow your dream, don’t give up.”

Han Keen Juan, using a military analogy, advised aspiring entrepreneurs to be resolute in their pursuits: “Make up your mind. When your commander says ‘Attack the island’, there is no way to come back. You had better make it.”

Old Chang Kee, HealthStats, The Cocoa Trees, and the Park Hotel Group were featured in the book “Influential Brands: A Documentary of Their Heroic Rise” which was launched at the event.

You can learn more about the book here: http://worksmartasia.blogspot.com/2014/10/brand-alliance-to-launch-book-on-asia.html.