Asher Wen

Strategist, Marketer, Nerd

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Mar 18 2013

Coherence.

I recently agreed to facilitate meetings for the Photography Club in my residential college in University.  At the end of our first session with the artist-in-residence, Samantha Tio, I asked for advice on how to make my photographs look coherent; like they belong to the same narrative.  Her reply was simple: “Use the same equipment”.

This is exactly the same way we achieve a consistent brand image and brand voice.

By using the same design elements such as fonts and colours, different parts of an organization can be tied together to present a unified image to the world.

One immediate example I can think of is that of my University’s branding.  Simple elements such as the corporate colours of blue and orange, together with the corporate font, Frutiger, makes anything instantly recognizable as part of the National University of Singapore.

NUS Open Day 2013
NUS Open Day 2013. Image Credit: NUS.

Take the recent NUS Open Day.  16 faculties and schools with separate visions and missions are tied together with only those elements to form a larger corporate body.  A visitor who goes down for Open Day would not notice anything jarring because various groups are synchronised through the brand elements.

That’s why most branding agencies would propose only one primary font and one secondary font, together with limited brand colours.  This also means that the more unique your brand colours (Tiffany & Co.) and fonts (Saks Fifth Avenue) are, the more you are able to stick out in the minds of your customers.  Of course, these elements would also have to be coherent with your business and the image you want to portray.

If you are tempted to vary your fonts and colours, be it for variety or for catching the attention of your customers, DON’T.  You will be doing your brand more harm than good.

Written by Asher · Categorized: Branding · Tagged: Brand, Branding, Coherence, NUS, NUS Open Day, Open Day, Saks Fifth Avenue, samantha tio, Tiffany, Tiffany & Co.

Feb 18 2013

Have an exciting TODAY.

TODAY App
TODAY’s iPhone App

TODAY‘s iPhone app icon caught my attention today while I was travelling on the bus. It looks a whole lot sexier than the flat chilli red that it used to be.  The red almost seems to be hiding something it’s not telling you, tempting you to open the app for more [Read more…]

Written by Asher · Categorized: Branding · Tagged: Branding, logo, MediaCorp, newspapers, rebranding, Singapore, SPH, Straits Times, Today, website

Jan 18 2013

Resolutions.

This is coming in a little late, and it’s been a long time since I last wrote, but I thought it would be an apt start to a new year of blogging.

A lot has been said about setting resolutions.  Most people are think that there is no point in setting resolutions because most of the time, we break them.  Countless articles talk about how setting these resolutions are futile. Well, I think otherwise.  Goals are important.  Goals help you to think about where you want to go and to see your desired end state.  Goals let you know how much you have grown over the year and how much more you need to put in to get to where you want to be.  Without them, you would just be adrift, never amounting to anything, never having any focus. [Read more…]

Written by Asher · Categorized: Blog · Tagged: Branding, business, goals, resolutions

Nov 23 2012

GO60 – A Spa That You Will Not Expect.

Image Credit: http://www.GO60.sg

GO60 Spa Boutique is a newly opened spa offering services such as facials, slimming therapies and body massages.  It is also Singapore’s very first spa based on an open concept located at the busy Esplanade Xchange. [Read more…]

Written by Asher · Categorized: Branding, Case Studies · Tagged: Brand, Branding, Esplanade Xchange, Facial, GO60, Mary Chia, Massage, Singapore, Spa

Sep 15 2012

Some words to live by…

When the going gets tough and personal time gets squeezed out of the equation, I felt the need to remind myself again of what are the most important things in life. Things like loving God, and helping others, and staying true to myself.

It’s exactly the same with brands. When consumers only have a short attention span to listen to your brand proposition, it is important to keep it focused and razor-sharp. Consumers will go for brands that fit closest to what they believe in, brands that will affirm their beliefs, attitudes, and values.

What do you stand for?

Written by Asher · Categorized: Blog · Tagged: Branding, Fringe, Peter Bishop

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Hi there, I'm Asher.
Passionate about Brands, Marketing, Strategy and letting Data speak for itself.

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Recent Posts

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