London head-quartered performance branding consultancy, BrandCap, is launching a new practice in Hong Kong following rapid business growth and demand from its Chinese client base.
BrandCap has a number of longstanding client relationships in Greater China including luxury department store, Lane Crawford, leading property developer, Base and soon to be launching an exciting new hospitality concept TULU. They have also helped Christie’s tailor its brand for the Chinese market. All have been instrumental in BrandCap’s expansion plans.
BrandCap will offer Chinese clients its proprietary consultancy combining commercial acumen with creative thinking designed to transform organisational performance. The consultancy’s pragmatic approach enables businesses to use brand in a very targeted way to sharpen focus, connect people, purpose and performance and secure future advantage.
The five practice areas include strategy, experience, culture, innovation, campaigns and marketing activation. This holistic brand approach ensures a strong foundation for the business and the way it comes to life, a managed approach for strategic change, the creation of new products, services and experiences that are brand-true and that the brand is communicated through the most compelling campaigns delivered through the most effective channels.
In the UK this proven approach has enabled BrandCap to become one of the few organisations (less than one per cent) that has achieved ‘scale up’ business status. These are companies that have increased their turnover and/or employee numbers annually by more than 20 per cent over a three-year period.
The consultancy’s entry into Greater China follows the expansion of BrandCap into the US market with clients now including King, CUNA, Cognizant, Radisson Hotel Group, Randstad, Ralph Lauren and Fruit of the Loom.
The Chinese team will be supported by Michelle Lai in a senior director role and associate director, James Harrison, who will work on major accounts like Lane Crawford. In addition Manfred Abraham, CEO of BrandCap and Giorgio Rondelli, a London-based director, both of whom have significant market experience, will be splitting their time between Hong Kong and London.
Manfred Abraham commented: “Greater China is an extremely exciting market. The fast growing economy means interesting businesses are being created across many of the sectors in which we specialise including luxury, property development, hospitality, education and financial services. With our existing market experience combined with our sector expertise we believe that we can fill the large gap for strategic brand consultancy that currently exists in Greater China. Moreover, with offices now spanning 12 time zones we can now work more effectively and efficiently for clients, with an always-on service when required.”