In the 1990s, Mount Alvernia Hospital, the first private hospital Singapore had lost its competitive edge. Stiff competition was eroding its market share of patients. Even restructured government hospitals seemed to have more clarity in their brand positioning.

i1920 used our priopriety 3-M brand approach to analyse the competitive environment, understand the growth potential of the brand and determine a strategic course of brand action needed to revive the brand and reposition it to meet the needs of changing consumer demands.

Working closely with the key management of the hospital, our principals recommended repositioning the hospital who serves all with love – using “heart” as the brand essence to distinguish Mount Alvernia as they were founded on the values of compassion. To anchor this strategy, we advised the client to roll out policies and marketing efforts in line with the new positioning to gain clarity. The product positioning of value for money private healthcare in a market of increasing healthcare cost was the key to unlocking the hearts of patients.

Results: Mount Alvernia Hospital wins 3 consecutive years in the Singapore Brand Promising Award (heritage category) and enters the Hall of Fame.

Coming of age in its 5th year of establishment, the Singapore Sports School (SSP) faced a crossroad. Specifically, it must answer a number of key questions to stakeholders:

What type of students do we want to nurture?
How do we satisfy the expectations of parents and student-athletes?
What are the best ways to recruit the best students?

Furthermore, the leaders of the school must also determine how to best structure the academic curriculum to balance the sports programs. These challenges must be resolved as we consider the next phase of the school through the next 5 years.

i1920 recommended a research cum audit covering different aspects with internal and external stakeholders to address their most important strategic, operational, and organisational issues. The findings enabled us to focus on delivering a lasting competitive advantage to help position out client in a very challenging marketplace to recruit students.

Results: we launched the brand idea of the Singapore Sports School as one that who nurtures Learned Champions with Character at the 2010 Open House. The concept was well received, leading to the school aligning their programs and policies to fulfill this brand promise.

i1920 supports leading telecommunications company SingTel benefit from new content on their customer service portal to greatly enhance the customer services experience for customer service officers and customers alike.

Working with an assigned taskforce, we help to identify the structure and nature of content on the customer service portal that is effective and aligned with business needs. Our team of writers and author or edit the content for migration. To ensure consistency and project handover, we also created and customised an edit style guide for the client.

Results: successfully migrated new content to portal to enhance customer service.

Taking over from the incumbent agency as a retainer vendor for the marketing arm of NTUC’s social enterprise Downtown East, our principals do more than just churn out design work on given briefs.

We approach the creative and design aspect of our work first by identifying where and how to build the most consumer value. We assist by proposing a new design format that gives Downtown East a distinct logo, and then we apply the branding to various entities to ensure there is clarity and consistency.

Working with our client as an integrated team, we meet them weekly to discuss and collaborate on common objectives, propose creative recommendations and develop design work that communicates value and brand to target audience.

Our Principals works with Singapore public sectors primarily around these areas:

• Strategic planning and execution in brand, marketing and new media
• Managing staff performance and appraisals, discipline cases and staff exits
• Social Campaigns
• Supporting community development
• Assisting international development functions

i1920 has a 100% record as a third party consultant in implementing the capability development programme by IE Singapore and SPRING Singapore. Commonly known as Brandpact, the programe aims to assist SMEs in Singapore internationalise by using Branding as a key business capability.

To support companies in leveraging branding as a business strategy, IE Singapore and SPRING Singapore have collaborated to bring you BrandPact which offers a grant to work with third apart consultanst such as i1920.

To find out more about BrandPact, download the PDF here.
Or email our Principal at luannong@i1920.com.sg