Purple's Story

Purple's story starts in 1996 with the company's incorporation in Singapore to service clients like the Marina Mandarin Hotel, the Mandarin Orchard Road the Hotel Istana in Kuala Lumpur.

Purple is an independent strategic brand consultancy. It was set up as the offshoot of a successful UK marketing consultancy that had among its clients Virgin Atlantic Airways, Emirates and Hilton Hotels.

Our core area of expertise is in strategy and the holistic integration of all aspects of the branding mix to develop effective and long-lasting brands. We have developed a unique range of tools and techniques as we’ve refined our methodology along the way.

We've completed projects for some of Asia's top brands and lots of smaller ones too. It's been a rewarding journey. Our work has taken us into areas such as strategic planning, brand architecture, service design, branded service experiences and brand storytelling.

Clients benefit from our clarity of thinking. We insist on getting to the root of strategic issues before talking about execution.

 
 

Purple's experience and the clients we've worked for

We have completed projects for many of Asia's leading brands.

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Mövenpick Resort & Spa Jimbaran  Bali

Market Positioning, Communications Strategy and Implementation

Mövenpick Resort & Spa, Jimbaran, Bali is one of Bali's newest resorts. We worked with the pre-opening team to establish the market positioning for the resort and supported them with a complete Communications Strategy covering OOH, print and online media as well as social media.

 

MNC Bank (ICB Bumiputera), Indonesia

Brand Positioning, Brand Vision, Mission and Values and Brand Engagement

MNC Group's purchase of ICB Bumiputera Bank meant its rebranding as MNC Bank. We worked with a team of specialists to position the new brand, create a complete Brand Platform and oversee Brand Identity, Brand Communications and Brand Engagement.

 

Ritz Carlton Resort and Spa, Bali

Service Design

A series of workshops and a management retreat helped keep the Ritz Carlton at the top of Bali's 5-star hotels.

We emphasised the idea that great service is as much about making the ordinary aspects of service special as creating service 'high points’ and reconciled Ritz Carlton’s established Credo with a uniquely Balinese way of approaching hospitality.

 

Smart Communications (Philippines)

Brand Strategy and Brand Engagement (Smart's Great Brand Adventure)

We worked with a Singapore-based design company to create Smart's Great Brand Adventure for Smart Telecommunications in the Philippines.

This told the story of Smart's achievements to date as well as its vision of the brand's future. It galvanised the company to new heights of success as the programme was cascaded throughout the country.

 

Singapore National Eye Centre (SNEC)

Brand Strategy

Government-owned Singapore National Eye Centre was losing business to hospitals in Thailand ad Malaysia for LASIK surgery. We helped develop a whole new brand (including the brand name SingLASIK) and positioned it closer to the services of private health operators but with all the resources of one of the world's leading eye care centres.

This allowed SNEC to compete more effectively and increase its share of the important LASIK market.

 

T-CASH (TELKOMSEL) (INDONESIA)

Brand Strategy

T-CASH is to operate as a brand separate to patent Telkomsel and working with our business partners we developed a brand strategy for the new venture.

Casa Luna Group (Ubud, Bali)

Brand Strategy, Marketing & Communications

Janet DeNeefe's Casa Luna is one of Ubud's most iconic brands - established some 25 years ago. Purple has been involved in developing a new brand strategy to take all the Casa Luna business into the future.

 

Inter-Continental Resort and Spa, Bali

Service Audit, Vision Statement and Brand Engagement

Having extensively refurbished one of Bali’s best-known hotels, it needed a new Vision and Mission to match. We undertook a thorough audit of the service provided at the resort and then stayed at four competitive properties to place our findings in context.

The result provided the material for a Vision, Mission and Core Values workshop as well as ideas for service improvements at the hotel to match the property’s new direction.

 

JTC Corporation (Singapore)

Website Research and Online Strategy

We worked with JTC Corporation’s digital agency to research the current perceptions and use of the organisation’s website. This included internal interviews and focus groups covering senior management and divisional heads and their direct reports. Externally, we spoke to JTC’s customers and business partners.

Using gap analysis we recommended how JTC could better portray itself online and worked with the digital agency to turn it into an online ‘reality’.

 

Adira Finance (Indonesia)

Internal Communications Strategy & Content

Adira Finance is one of Indonesia's leading finance companies. Purple was involved in developing a complete internal communications strategy to support the repositioning of the Adira Finance brand.

 

Merck Pharmaceuticals (Asia)

Brand Strategy

Merck wanted to reposition its Marvelon and Mercilon oral contraceptive brands for its Asian markets. Working with one of Singapore’s top advertising agencies, we structured and ran a two-day Brand Strategy workshop involving the agency, the client and industry specialists.

The workshop involved immersing ourselves in the world of the target market for each brand. Finally, we developed a brand positioning and complete brand platform for each of these two brands.

This allowed the agency to develop extensive above and below the line campaigns for both brands.

 

OK! BANK (INDONESIA)

Brand Strategy

OK! Bank Indonesia was bought by a Korean financial services group and working with our business partners we developed a brand strategy to reposition the brand in Indonesia's highly competitive financial services market.