2. 2
Extensive experience in business communications across
multiple geographies: from Melbourne to Mexico City; from New
York to Tokyo and for the past 14 years, in Singapore covering
all of Asia. Credited for shaping and repositioning major SME
and MNC brands: Cerebos (InnerShine), Green Spot (Vitamilk),
Millennium Hotels (Hong Leong Group); Crocodile International;
Eu Yan Sang; National Health Care Group; Macau Grand Prix,
HTL International, SINCERE Watch and many others.
Prior to moving to Asia, Joe held senior regional and global
brand responsibilities as General Manger FutureBrand Japan,
Senior Vice President at DMB&B and McCann-Erickson
Worldwide: Procter & Gamble, MARS, Labatt beers and Coca
Cola. Joe is the principal of BrandAsian, a
leading Singapore-based Asia-wide brand
consultancy. He divides his time providing
one-on-one business and branding advice &
counsel to CEOs of some of Asia’s largest
companies. He is also a frequent speaker
on the conference circuit, a regular guest on
business television programs, and regularly
contributes thought leadership articles to
business magazines and newspapers
across the region. Joe’s newest book – The
Brutal Truth About Asian Branding
(WILEY) – was released worldwide in
January 2012. He is the recipient of the
prestigious Ron Frank Fellowship to read
the Executive MBA program at Singapore
Management University (SMU). He
graduated with Honors in 2012 and was
listed on the Dean’s List. He is also a
certified Senior Practicing Management
Consultant (SBACC)
Front Page – Singapore Business Times
Profile: Joe Baladi
In August 2016 Joe will take up his position as Adjunct
Professor of Strategic Brand Management at Singapore
Management University.
3. brandASiAN
b u s i n e s s & b r a n d i n gJoseph Baladi/ Confidential
“The brutal truth is that Baladi is
right. Asian CEOs must learn
the brand skills
used so successfully in the rest
of the world. It will take a big
change in mentality,
but the rewards will be vast.
This book is a great start to that
revolution.”
Michael Newman, author, 21
Irrefutable Laws of
Advertising
"A cold shower to wake things
up. Joe Baladi's Brand
Blueprint is a great
tool for anyone involved in
Sovereign Relationship
Marketing or brand-building
anywhere." Timothy Love,
Vice Chairman Omnicom
Group, CEO Asia
Pacific India Middle East
Africa (APIMA)
"A very interesting and
valuable perspective on
Asian branding… one that
decision makers in the
region should read and
embrace. Well done Joe!"
Ron Sim, Founder &
CEO, OSIM International
Ltd
“This is one of the most thoughtful books on
branding I’ve come across. Most such books are
either quickly-crafted “how-to” books or academic
tomes over-burdened with references. This book
is thoughtful because it raises questions which
deal with the “why” rather than just “how” of
branding. And the reference to Brutal Truth as the
truth which will set us free – to examine ourselves
without self-illusions – is liberating. The notion
that Asia has many good, but no Great Brands, is
also not a put-down but a clarion call for Asian
CEO’s to rise to the challenge and create lasting,
meaningful, committed brands.” Mr. Ho Kwon
Ping, Group Chairman of the Banyan Tree
Hotels and Resorts and recent recipient of the
prestigious “Lifetime Achievement Award" by
the American Creativity Association
The Brutal Truth About Asian Branding is
the first book that connects branding
frameworks to the realities of operating in
Asia. It provides a helpful set of case
examples of what to do and what not to do.
It offers a very straightforward perspective
on the challenges Asian CEOs face as they
build their businesses and their brands, and
perhaps the most compelling part of the
book is the passionate plea for how Asian
CEOs should be thinking different about
branding. In true Baladi style, it is true from
the heart“ Maarten Kelder, Managing
Partner (Asia), Monitor Group
AUTHOR
http://www.amazon.com/gp/registry/wishlist/ref=nav_wish_list/190-1514321-4924952
4. brandASiAN
b u s i n e s s & b r a n d i n gJoseph Baladi/ Confidential
4
The Asia Book
Tour Seminars
AUTHOR
5. brandASiAN
b u s i n e s s & b r a n d i n gJoseph Baladi/ Confidential
5
Asia Pacific
Business &
Engineering
Report
CHINA Daily
Brand Equity – Malaysia
Calibre Magazine -
Malaysia
Singapore
Business
Times
Asia Times
Warc Magazine - UK
MKT Inst.
Singapore
The Nation - Bangkok
Book Reviews and Interviews:
(partial selection only)
Channel
News Asia
AUTHOR
To view the 2011/12 Asia Book Tour, click here:
https://www.youtube.com/watch?v=XlVh21YYTMg
6. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
6
7. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
7
Thought Leadership Contributions:
8. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
Regular contributions to
Campaign/Media Magazine
(Asia-wide)
Thought Leadership
Contributions
9. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
10. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
10Mr. Baladi,
“Your article on how employees
lead the way in brand building was
excellent…and even more
germaine (sic) for me in an industry
where I have direct sellers who are
both sellers and customers…an
interesting hybrid.”
Mr. Bradford Richardson VP-
International USANA
Health Sciences
Mr. Baladi:
“I write to compliment your articles about
branding. I read your articles, which my superior
cutdown for his article file. I make a point of
reading your articles no matter how busy I am.”
Catherine
PT WISMA Nusantara International
Jakarta, Indonesia
RE: “E50 Leaders Talk”
“Hello again Joseph,
Its always a great joy to attend such seminars and to hear 'brand evangelists"
like yourself advocating branding. Its a re-affirmation that what I very
passionately believes in makes or breaks a company…”
Raymond Lim
Group Corporate Communications Manager
Les Amis Pte Ltd
Hi Joe,
It was great listening to your very interesting
presentation
this morning. You covered many areas of branding and
you presented it with such clarity.
It was a delight to meet you in person.
Thank you for the great lecture.
With best wishes,
H S Lim, FCIM
Marketing Insights
Dear Mr. Baladi
I have been following your
columns regularly in the Business
Times and just wanted to let you
know that I have always found
them illuminating.
Please keep them coming! ;)
With very best wishes
Eleanor Oh
Re: Branding – A silver bullet for Asian
companies
“Congrats Joe, good article.”
Regards
Ron SIM
(CEO, OSIM)
Dear Joe
Your seminars have given us valuable
information on the importance of
branding and maintaining a good
brand. Thank you and all the best.
Belinda Young
Centrecourt
Dear Mr. Baladi
We are looking at becoming more “brand
focused” and in my mind, you (are) just the
right person to help us embark on that path.
You are truly an “Asian Brands” champion
and a lot of brands in Singapore and
elsewhere are getting to enjoy their full
potential thanks to you and your team”
Ritu Kapoor, Executive Assistant to MD,
Food Empire
“Dear Joe
I want to add my thanks to you for such an incredibly
informative seminar held at the The Legends @Fort
Canning Country Club.
I came back and told my boss that I wish I could just get
you to consult us in our business. I will definitely put this
at the top of things to achieve within the next few years.
I had a great time and I wish you all the best in your new
adventure.”
Kim Wong, L-Pine
Dear Mr. Baladi
Sorry the Business Times articles had to
end. It’s been a real journey through your
mind and your experiences. What made the
“theory” interesting were your asides. Found
“Let employees lead the way…” particularly
interesting and quoted this to a potential
client in KL last week. Thank you again. Will
miss the read. Sincerely,
Shakib Gunn (CD) Singapore
RE: Strategy for a Grey Client:
“(Joe is) Thoughtful and thought provoking - brings a breadth of experience
and branding acumen. What more do you want in a consultant and team
player?!“
Chris Beaumomt, President & CEO
Grey Global Group, Japan
RE: Branding – Take emotions to heart
Dear Joe
You continue to sizzle!!!
Very good article. I wish to explore the
possibility of your intent of working in India with
us with all its challenges.
Sanjeev Malhotra, ALIAGROUP, Mumbai
Event & Sponsorship
Marketing Conference, Nov.
04, KL, Malaysia
“…Your paper left a great
impression on the
delegates… (they) found
your presentation to be
“Excellent”. Among some
of their comments were that
your presentation was
“aggressive and thought
provoking”, mind-
blowing” and “brilliant”.
Once again, (we) THANK
YOU for your support…”
Subashini,
Asia Business Forum
Dear Joseph,
Hi, I'm Lai Fong from Proton Edar. You
gave one of the most impressive
presentations I've come across in
branding, and needless to say,
the best amongst all during the
Convention
Leong Lai Fong Head of MarketingPROTON
Marketing Directors Conference, Aug. 05,
Singapore
“…your presentation (was) very in-depth,
concise and precise and very experienced and
pragmatic in approach…excellent”
Danah Goh,
Asia Business Forum
Praise & Feedback
(selection only)
Dear Joe
I just read your wonderful
branding article in the
Straits Times today.
Claudia Chan
(Formerly I.E. Singapore)
RE: Standard Chartered's new campaign: game changer or game over?
Outstanding observations, my feelings precisely (but worded much better!).
Roger Wilson, Managing Director
Boyden
14. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
14
Feedback – Random Selection
Dear Joseph,
Hi, I'm Lai Fong from Proton Edar. You
gave one of the most impressive
presentations I've come across in
branding, and needless to say,
the best amongst all during the
Convention
Leong Lai Fong Head of
MarketingPROTON
Dear Joe
I am pleased to advise that based on
the scores compiled from the feedback forms
received from the delegates, you were
rated the top speaker at the Life Insurance
Summit held at the Taj President
in Mumbai. Congratulations!
Best Regards
Ms May Low
Asst Conference Manager
Asia Insurance Review &
Middle East Insurance Review
Marketing Directors Conference, Aug.
05, Singapore
“…your presentation (was) very in-
depth, concise and precise and very
experienced and pragmatic in
approach…excellent”
Danah Goh,
Asia Business Forum
Hi Joe,
It was great listening to your very interesting
presentation this morning. You covered many
areas of branding and you presented it with
such clarity.
It was a delight to meet you in person.
Thank you for the great lecture.
With best wishes,
H S Lim, FCIM
Marketing Insights
RE: “E50 Leaders Talk”
“Hello again Joseph,
Its always a great joy to attend such seminars
and to hear 'brand evangelists" like yourself
advocating branding. Its a re-affirmation that
what I very passionately believes in makes or
breaks a company…”
Raymond Lim
Group Corporate Communications Manager
Les Amis Pte Ltd
Event & Sponsorship Marketing
Conference, Nov. 04, KL, Malaysia
“…Your paper left a great impression on
the delegates… (they) found your
presentation to be “Excellent”. Among
some of their comments were that your
presentation was “aggressive and
thought provoking”, mind-blowing” and
“brilliant”. Once again, (we) THANK YOU
for your support…”
Subashini,
Asia Business Forum
15. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
"A very interesting and
valuable perspective on
Asian branding… one that
decision makers in the
region should read and
embrace. Well done Joe!"
Ron Sim, Founder &
CEO, OSIM International
Ltd
“Joe has been one of the most
positive and inspiring people I have ever
worked with. Throughout the years I have
shared with many friends and colleges the story
of how Joe turned around the agency’s
relationship with the most difficult client in the
entire global network. A strained relationship with
frequent threats and abuses, Joe managed to
earn the clients’ admiration and respect for him,
his team and ultimately the agency across the
entire Latin America region. I cannot think of a
better mentor and role model in my career. I have
worked with a lot of smart people and certainly
Joe is on the top of the list, but his skills at
building teams and partnerships with both vision
and emotional intelligence are a rare gift.”
Cecillia Shveid, Account Director,
DMB&B, Mexico City
“I worked with Joe during one of the
most important phases of my career, the
early years in which I still had a lot to learn about
maximizing my potential. And I was lucky to have
him as a mentor. Joe was a fantastic coach and one
of the greatest supporters I've ever had. He
genuinely cared about training and developing his
key team members, and encouraged me to seek
new challenges. With his uniquely caring and
charismatic style, Joe had the ability to push me to
new heights while simultaneously allowing me to
explore on my own. Under his guidance, I developed
projects and made presentations that remain in my
memory as some of the highlights of my entire
professional trajectory. Although many years have
passed since we worked together, we remain close
and I always remember the great impact he had in
my life.”
Christian Filli, Key Account Planner,
DMB&B, Mexico City
Cecilia Shveid and Christian Filli reported to me
while I managed Latin America for DMB&B. Today
Christian is the Managing Director for Landor,
Mexico. Ceci is the Director of Brand Planning at
Saatchi & Saatchi X based in NYC and described by
some of the most senior executives there as one of
the most valuable talents in the entire network.
Leadership/ Management/ Mentoring
16. 16
Leadership/ Management/ Mentoring
Daisy Daichi and Anggle Sugianto reported to me while I
managed Carlyle Brand Consultants in Singapore. Daisy went
on to become the APAC Regional Marketing Officer for The
Body Shop and Anggle was recruited by one of our clients to
manage their European M&As.
Leadership/ Management/ Mentoring
“I had an excellent experience working with Joe in
BrandAsian. He nurtured a creative, fast-paced, and
constantly evolving start-up environment with a genuine focus
on delivering to clients’ needs. Joe believes in the professional
and personal growth of his people, sets high standards of perfection and is
constantly innovating new ways of doing things. He has been a wonderful
boss, mentor and colleague, who lives the values he preaches.”
Nidhi Mittal, Analyst, BrandAsian, Singapore
Presently completing her Masters at Oxford
17. brandASiAN
b u s i n e s s & b r a n d i n g
Joseph Baladi/ Confidential
17
A sample listing of testimonials, recommendations and endorsements from some of business’ highest profile
leaders are provided below and in the next slide. A more comprehensive listing is available upon request.
TekMark Purpose Branding Project CEO testimonial
. https://www.youtube.com/watch?v=AX8eQtyndAo
18. Ms. Emily Fu,
Marketing & Merchandise Mgr
The Optical Shop, Hong Kong
"When the bank decided to re-position the OCBC brand in 2001, (Joe and his team)
played a instrumental role in helping our management with this effort.
The work was subsequently used by our advertising agency as a basis for changing
the way OCBC bank presented itself. This year (they were) called upon again to
help the bank validate the re-crafted new set of words used to communicate
our Purpose & Values. (Joe and his team) demonstrated a strong
understanding of what branding is all about and was invaluable in helping
us apply the disciplines"
“(Joe and his team)
took us through a thorough
professional process and
gave us excellent insights into
our brand very quickly. Their
methodology ensured all stakeholders were
involved, they met very tight deadlines,
and today we have a Brand Blueprint we
we are proud of. The work has added
enormously to our understanding of
what we should be doing and confirmed
that we have great potential upside with
careful and thoughtful execution.
The future is very exciting”. “We have worked very
closely with (Joe and his team) for over a year to
reposition our flagship Millennium Hotels. The
process and methodology (the consultants) employed
impressed us all with its sheer comprehensiveness
and the resulting multiple conceptual directions that
emerged. We have come to value their contributions
and advice. We are pleased and excited with where
our new Millennium brand promise will take us. The
positioning will truly compel our customers and
inspire our employees. We are very confident about
the future of our global Millennium hotel brand. We
continue to value our partnership.”
“(Joe and his team) has a
thorough understanding of what it
takes to create a strong Asian
brand. We are delighted that
following our working
relationship, the brand
awareness of Eu Yan Sang has
grown appreciably. At all times
(they) demonstrated genuine
excitement, interest and ambition
for Eu Yan Sang.”
"When you hire Joe Baladi
what you get is Joe himself -
focused and energetic. I was
impressed by his ability to apply
his general expertise in his field
to help a client from an industry
where he had no previous
experience."
Mr. Richard Eu
CEO,
EU YAN SANG
Mr. Peter Akers,
Managing Director,
Munich Re India Services
"Working with Joe to develop IBY’s brand
blueprint has been an incredible experience.
There’s an art to his approach as he worked his
magic to incorporate my aspirations and vision for
the company into the realities on the ground. The
final result exceeded my expectations and quite
frankly, left me stunned. I’ve always wondered
what makes brands like Starbucks and Coca-Cola
so enduring. The answer was staring at me in the
blueprint I was holding. While I started this
journey with Joe with the goal of developing a
working structure for the company, I never thought
that what would greet me at the end is the
foundation of an iconic brand. Here’s a toast to a
master artist at his best!“
M. Farhan
Founder & CEO
IBY Group
Mr. Gerry de Silva, Group
Corporate Affairs Manager,
HONG LEONG Singapore
Mr. Alan Smith,
Group General Mgr
OPSM Group
“(Joe and his team of)
Consultants have helped all of
us at HTL to understand the
importance of branding and the
key role it will play as we grow.
They have been extremely
strategic in their thinking,
responsive, and have
demonstrated the willingness
and patience needed to work
with a company that is growing
and learning”.
Tay Kheng Hee, Director
HTL International
Holdings Ltd
“(Joe and his team have)
played a very important role in
helping HTL transition from being a low-cost
mass manufacturer to a truly global player. Their
advice has always been of the highest quality and
relevance. We look forward to a continued
relationship with them as HTL expands.”
Mr. Phua Yong Tat,
Group Managing Director, HTL Leather Ltd
Mr. Peter Zheng, Head
Brand Equity & Corporate
Communications,
OCBC Bank
“(their) strategic
recommendations have
inspired us to think beyond
current practices which are
very useful for mapping the
future of TOS”.
Client Testimonials & Endorsements
