StrategiCom
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| Industry | Brand Consulting |
|---|---|
| Founded | 2000 |
| Headquarters | Singapore |
| Key people | Wilson Chew, Group Principal Consultant & CEO; Jacky Tai, Principal Consultant |
| Products | B2B Brand Strategy Consulting |
| Employees | 110 consultants worldwide |
| Website | www.strategicom.com |
StrategiCom was founded in 2000 as a Business-to-business (B2B) brand strategy consulting firm that focuses on developing brand strategy for B2B companies.[1] The firm deploys market-driven brand strategies that are targeted at keeping their clients’ brand differentiated.[2] Headquartered in Singapore, StrategiCom has 11 offices and 110 consultants and researchers around the world, competing with organisational management and brand consultancy firms.
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[edit] Specialisation
The firm focuses on the B2B sector as it believes that branding is more important to B2B companies than to Business-to-consumer (B2C) companies for two reasons.[3] First, the quantum of purchase and hence the risk, of a B2B purchase is usually much higher than a B2C one, therefore corporate buyers will generally gravitate towards the strongest brand within their price range.[4] Second, an adverse buying decision in the B2B sphere is also likely to be more detrimental and risky as it has the potential to mutate into problems that affect the entire organisation.[5]
[edit] History
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In the summer of 2000, four post-graduate MBA students from different countries met at the University of Strathclyde in Glasgow, Scotland. These four students wanted to establish a brand strategy consulting firm that specialised in helping B2B companies around the world create brands that are highly differentiated.
The opportunity to do so arose during an inter-varsity business plan competition. These four students submitted the winning entry. The prize money formed the start-up capital of StrategiCom.
The first four StrategiCom offices were set up in the respective home countries of these four students in Singapore, Glasgow, Zurich and Lagos.
[edit] References
- ^ Chen, Huifen. 2008. The nails and hammers of branding. The Business Times, 30 December 2008.
- ^ Singapore Business Federation. 2008. Re-branding Out Of Trouble. (accessed on 5 August 2009).
- ^ Minett, S, "B2B Marketing: A radically different approach for business-to-business marketers,", London: Financial Times, Prentice Hall, 2002.
- ^ Aspara and Tikkanen. 2007. Adoption of corporate branding by managers: Case of a Nordic business-to-business company. Brand Management, Vol. 16, Nos. 1–2, 80–91 August–October 2008. Palgrave Macmillan Ltd 1350-23ix
- ^ Henthorne, T.L. et al (1993), How organisational buyers reduce risk, Industrial Marketing Management, Vol. 22, Issue 1, pp 41-48
