What is the Brand Personality

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What is the Brand Personality?
Every person has his/her own personality. Its
what makes you different from me. Likewise,
every company has its own corporate
personality. e.g. Nike is a go-getter, IBM is
professional, M1 is quirky, Apple is cool... So
their employees are ... well, the living
personality of their company.
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Why have a Brand Personality?
It's about making a brand (i.e. the company)
human, like you and me. ...a company with its
own unique character to give customers a
delightful experience. An experience that will
inspire customers to be loyal to Ascendas, the
brand.
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Was there a Previous Brand Personality?

• The 2001 merger to create Ascendas created 5
  corporate / brand personality traits
• Insightful
• (think Gandhi)
• Community-building
• (think football team)
• Empathic
• (think Mother Teresa)
• Inspiring
• (think Lee Kuan Yew)
• Passionate
• (think Tiger Woods)

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Is the Previous Brand Personality Relevant?

• After 5 years it was time for a review of these 5
  personality traits.
• We surveyed Ascendians earlier this year to find
  out what they think should make up the Ascendas
  personality.

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What Staff Want as our Corporate Brand Personality
The top 3 most desired traits, repeatedly voted
by our staff across markets, which many feel
Ascendas already is
Trustworthy
Creative
Professional
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What is the Link between Brand Personality and
Staff Values?

• Brand Personality is externalised, what we show
  to the outside world
• Trustworthy
• Creative
• Professional

Staff Values are internalised, what we
live by, as the 7 moral principles IT IS
3C Integrity Teamwork Innovation Spirit of
Learning Customer Focus Care and Concern
Commitment to Excel
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Roll-Out

• (1) Staff Forum on 1 Dec
• - Introduce the new Ascendas Brand
  Personality
• (2) Launch Mr Ms Ascendas Brand Personality
• - Competition (Asia-wide voting)
• (3) Regular e-mails to staff
• (4) HR orientation of new employees
• (5) Reinforcement in new internal staff
  newsletter, e-scoop

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New! e-Scoop
Our grapevine is now online
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Mr Ms Ascendas Brand Personality

• Contest period
• Voting starts today and ends 29 Dec 2006

• Voting method
• Via ASKME. If you do not have access to ASKME,
  email askascendas_at_ascendas.com

You will receive an email on the ASKME voting
link later!
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Prizes Each winner take home cash and a title
sash.
Singapore SGD200 China RMB1,000 India
INR5,000 Phils PHP6,000 Korea
KRW120,000 Japan JPY15,000 Msia
MYR400
combined as one country
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A REAL LIFE CASE of how the ASCENDAS BRAND
PERSONALITY won over a customer
Prospect Dufry Singapore at Tampines Biz
Hub Request Wants a dedicated power supply for
their refrigerated trucks at the loading and
unloading bay
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Presenting the cast
Mr Trustworthy Tony Pang
Mr Creative Joey Lin
Ms Professional Pauline Low
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Presenting the cast
The Customer Sean Lim
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Enjoy!
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