Biz Sch News 11 December 2013

Branding and Development Council: A Modest but Major Force

“A brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company.”
– Amir Kassaei, Chief Creative Officer, DDB Global

This was the initial idea that the Branding and Development Council, a small group of members from NUS Business School community, came together with. The BDC was formed to create and build strong differentiation for the School and focus on the development and growth of key stakeholders.

While this sounds like a tall order, the BDC has made significant strides.


It has successfully organised interactive townhalls for faculty and staff of the School as an open platform to share ideas and concerns.

The BDC also launched an integrated branding campaign in partnership with a leading external creative agency, to build and enhance the School’s brand and better communicate its key differentiators to the public at large.

bbbTo align the School’s culture with its core mission and values, the BDC formed small stakeholder focus-groups for students, staff, alumni, faculty and the business community at large. The faculty groups have analysed and discussed themes such as the School’s values, its ‘Leading from Asia’ brand positioning as well as faculty development.


In an effort to facilitate open and candid dialogue, the BDC organised feedback and dialogue sessions for faculty and staff groups. The first open dialogue for faculty was held on November 15, to discuss career development. Similar sessions are being organised for the staff members, staggered in smaller groups.  These sessions provide School members with an opportunity to discuss and share honest feedback and concerns about their growth and development. The suggestions, made in, and a summary of these sessions will be consolidated and presented to the School’s leadership for necessary action.

Last but not the least, to integrate the core values of the school into the day-to-day culture, the BDC is working on renaming rooms in the Mochtar Riady Building  to help promote its core values – excellence, integrity, innovation, teamwork and care.

After all, branding is really about the sum of these experiences within an organisation and the BDC is certainly helping to build the right experiences for NUS Business School.

 Interested to learn more about the BDC’s activities? Drop an email to for more information.