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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 4 students were united with a vision to establish a brand strategy consulting firm that specialises in helping B2B companies around the world create brands that are highly differentiated.
The rationale for their vision was simple. A B2B purchase involves more risk compared to a B2C product or service as it usually involves a larger quantum of purchase. Therefore, it is crucial for B2B companies to have a strong brand as it serves as a guarantee of purchase, and acts as a seal of assurance to customers. Furthermore, the global B2B sector is one that is underserved by brand strategy consulting firms. These factors provided the impetus for them to take their vision a step further.
The opportunity to do so arose during an inter-varsity business plan competition. These 4 students detailed their vision in a business plan and submitted their entry. Their business plan claimed the top spot. The prize money formed the start-up capital of what is today, a globally renowned B2B branding specialist - StrategiCom.
The first 4 StrategiCom offices were set up in the respective home countries of these 4 students in Singapore, Glasgow, Zurich and Lagos.
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