what we think about branding

/The Big I.D.E.A.L.

Lexis’ clients — Belo of Phlippines, CapitaLand of Singapore, Vertu of Finland, Bandai of Japan, Sara Lee of USA - are all hugely admired and reputable companies with one of the most valuable assets on today’s balance sheet - a powerful and appealing brand.

We believe these companies, and all well-managed brands have something in common — a central essence or an ideal that is based on authenticity and charisma. What makes them unique is a powerful idea that remain relevant and truthful yet captures the hearts and souls of both internal and external stakeholders.

Our I.D.E.A.L Brand Experience process is a proprietary tool developed to uncover this unique brand essence, and in the development of a seamless experience aligned to the brand strategy, from the inside out.

/Authenticity and Truths in Branding With the financial meltdown in Wallstreet and Europe, and many more confusion and uncertainties throughout the world,  the marketplace today is filled with skepticism and mistrust. More than ever, companies today need to consider the importance of credibility, relevance and being truthful to their brand promise.

Why should consumers continue to trust a bank that was supposed to safeguard, let alone enhance, their wealth in the first place? Why should one become weary of a staple such as milk intended for nutrition in China?

Brands must be compelling to get noticed. Today they must also be truthful and relevant to survive the long haul of brand building. One without the other breeds either indifference or disdain. The key to success today – to longer-lasting relationships with your customers and your employees, to a better reputation in the marketplace and to an improved bottom line – lies in striking the right balance: a brand must be compelling as well as truthful.

The brand that bores will never become a market leader or remain as one, simply because it will be ignored. The brand that tells a compelling story but provides an misaligned experience will never be trusted. The point at which a business proposition needs a value system is where great brands are created. If this balance is off the mark, customers may not forgive, and the market may never forget.