A New Brand Union debuts

The Brand Union has undergone a massive brand overhaul and dropped 'the' from its name. The new identity and logo are set to roll out from November.

Coinciding with the global launch of the new identity and following major global rebranding projects for the likes of Vodafone, the ASEAN team has further strengthened its talent.

In Singapore, the agency has promoted Ambrish Chaudhry, head of strategy in the Middle East and Stanley Chung, senior consultant for Singapore to the role of regional strategy director.

Dan Ellis is promoted to the role of creative director for South & Southeast Asia, adding India to his existing remit. Samyabrata Deb will be stepping up to the role of creative director role for Singapore.

All will report in to regional director ASEAN, Graham Hitchmough and Alan Couldrey, CEO Asia Pacific.

“Our identity has evolved to reflect the alignment of our network around a renewed focus on brand experience in all its forms and our belief that the 'experience of the brand is the brand',” Hitchmough  said.

Hitchmough also added that beyond the identity, the business will also be “adopting a new methodology built around the 'Brand Experience Framework'.” This concept will be used as the basis for evaluating brand current performance, developing future brand platforms and measuring success in implementation across the business for clients.

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