StrategiCom Asia is now just StrategiCom. Business Strategist Dr Wilson Chew turned StrategiCom into a Brand Consulting firm now focusing on Business-to-Business companies.

With the new global focus towards the BRIC (Brazil, Russia, India and China) and Middle-Eastern economies, there is a need for SMEs to better position their corporate brands. Yet, “stepping out” according to a business owner, “is a stark-reality because global customers especially the top global companies do not go for the cheapest when they procure; instead they go for Brand Reputation and solid business capabilities.” It is clear that companies who do not have a strong Corporate Brand will experience difficulty in commanding a premium.

Unless the SMEs overcome their weak brand status, they will not be able to compete in the new 21st century economy. The economic landscape in the next ten years, according to WTO, will be shaped by the exponential growth of information and communication technologies, accelerating pace of scientific and technological changes, increasing extent of globalisation and changing patterns of market demand.

Enterprises big and small across the globe are becoming more aware of the value corporate brand strategies can provide. It is about creating unique identities and positions for the business as a whole and distinguishing from competitors. Unfortunately, most Asian B-2-B companies do not meet the mark.

Principal Consultant and CEO of StrategiCom, Dr Wilson Chew said, “StrategiCom (without ‘Asia’), in its new brand and position, will focus on B-to-B companies within the medium to large enterprise sector in all the countries which we do have a presence. We will help our targeted customers build strong global brands for international competitive advantage; with tangible outcomes of being value-driven and able to command a premium.” In a 10-year strategic plan aimed at building up the capabilities of SMEs compiled by the International Principal Consultants of StrategiCom to enhance their contribution to SMEs, the plan revealed that many SMEs face structural weaknesses which lead to poor financial performance. One prominent weakness is the absence of a strong business or corporate brand.

“We have developed a range of proprietary methodologies specifically designed for the B-2-B companies for the development of corporate and product brands. These processes, when applied to an organisation, will reveal gaps which the organisation can quickly take to improve its position. This will be our focus going forward. This is what our new brand stands for,” said Paolo Seeben, Principal Consultant, StrategiCom UK, Europe.