TW!ST

TW!ST is the brand consulting division of DDB Group Asia.

It is the source of brand strategy and marketing activation that’s attuned to our times. It is a bridge between strategy and execution, offering marketers the rigour and the tools to leverage their brands for tangible business results. It is fuelled by the conviction that with discipline and determination, it is still possible to be audacious and visible in the jungle out there.

Our Suite of Offerings
Challenger Thinking & Behaviour
Challenger Thinking & Behaviour
A provocative approach to brand strategy through a Challenger lens – embedding the mindset through tools and training – so that you are able to activate the plans you create with the biggest impact.
Challenger marketing theory put into practice via two custom-designed, interactive workshops for a cross-functional client team to go through ‘outlooking’ and ‘inlooking’ exercises in order to arrive at a purposeful Challenger brand identity and marketing activation plan. Workshops are typically held a month apart, and involve 16-20 participants from client and agency teams.
Brand Naming
Brand Naming
Development of a brand name and logo design for a new product, service or concept brand.
Typically a 6–12 week project depending on project scope & complexity (and excluding time for proper legal search & registration) – comprising a series of iterative consultations and presentations that whittle down an initial longlist of approximately 200 name candidates to a finalist slate of 3 (and 1 recommendation).
Brand Foundations
Brand Foundations
Articulation of a verbal brand identity. What a brand believes in and stands for. What it says it will do.
An investment in the mission-critical building blocks for long-term marketplace traction & success. Actions include a brand audit, stakeholder interviews, factory tour (if applicable), customer survey (if needed), supplementary desktop research, culminating in a Brand Opportunity workshop. Deliverables include a vision & mission statement, core values, positioning statement, brand story & strategic messaging matrix. The project takes 5–8 weeks depending on project scope & complexity.
Brand Identity
Brand Identity
Articulation of a visual brand identity. What a brand looks like, and its visual communications system contained in brand identity guidelines.
Includes logo design as well as the development of visual communication guidelines around the use of the logo and corporate font, colour palette, photography & illustration style; iconography, signage, livery, branded collaterals, templates for basic stationery; presentation, advertising and event marketing templates; visual merchandising, sponsorship & co-marketing guidelines. The project typically takes 4–6 weeks depending on project scope & complexity.
Brand Architecture
Brand Architecture
A conceptual framework for organising a portfolio of brands in a way that is clear to target audiences while also communicating the depth and breadth of offerings.
An organisational construct to help clients house all the brands under their roof in a rational manner reflecting their relative importance to the organization. Essentially, this is the basis of the communication and information hierarchy governing all print and digital applications. The project typically involves a series of iterative consultations and presentations over 3 – 5 weeks depending on project scope & complexity.
Innovation
Innovation
Focus on product or process innovation to accelerate marketplace traction and success.
Ideal for clients who realise that innovation is the lifeblood of their business. The client first decides on whether they need to reinvent ‘what to do’ or ‘how to do it’. Then a co-creation workshop is custom-designed and run to help the cross-functional client team achieve just that. The project typically takes 5-6 weeks depending on scope & complexity.
Red Teaming
Red Teaming
A planning methodology used to stress-test strategies, flush out missed opportunities and unseen threats, so as to safeguard and strengthen execution.
An organised ‘pre-mortem’ applied to mission-critical plans before execution, to ensure that smart contingency planning is carried out in anticipation of the biggest threats to execution. Requires that standing plans are in place and a cross-functional Red team is constituted with the authority and freedom to perform their role objectively. The project typically takes 3 – 5 weeks depending on scope & complexity.
Wargaming
Wargaming
Bringing the fight to a single, dominant competitor in the marketplace through an immersive, 2-day role-playing workshop.
Following 3 weeks of preparation, we will run a 2-day, cross-functional workshop where participants will spend the 1st day assuming the persona of the identified competitor and plan to achieve market domination. On the 2nd day, we (re)assume our real personas and spend the time countering the enemy plans we developed the day before.
Employee Value Proposition
Employee Value Proposition
A well-defined EVP will consistently project what you stand for as a brand, improve quality recruitment, and drive employee advocacy and commitment.
We start with analysis, and ask the right questions to help us get a sense of your central challenge. Through a series of iterative consultations, we will then design, communicate and embed your EVP in your recruitment efforts and internal communications. Deployed with passion, this programme will lead to a tangible business uptick. The project typically takes 4–6 weeks depending on scope & complexity.
Brand/Marketing Activation
Brand/Marketing Activation
Galvanising the client organization to bring the brand to life through brand-resonant activation ideas.
Strategy without execution is but a pipedream. After a preparation phase during which we immerse ourselves in the company and brand/service, interview some stakeholders, conduct a brand audit, understand audiences and analyse the competition, we will design and conduct an interactive workshop involving a cross-functional client team to provoke/generate activation ideas. The project typically takes 4-5 weeks.
Brand Revitalisation
Brand Revitalisation
A forensic examination of a brand’s original foundations – followed by a (re)statement of a brand identity and strategy that’s attuned to the times.
We study a brand’s historical performance, the changed marketplace, and the people / processes responsible for operationalising the brand to date – then design and conduct a workshop to (re)state the brand identity and strategy. This involves a series of iterative consultations followed by a cross-functional workshop run over two days. The project typically takes 4-6 weeks depending on scope & complexity.
Marketing Capability Development
Marketing Capability Development
A customised training curriculum to build bench strength across a client’s extended marketing organization.
Most suitable for MNCs with a regional footprint and uneven bench strength across the region, or companies with mid-career switchers. We will triangulate employee declarations, supervisor assessments and the client’s programme objectives to design a training curriculum to upgrade professional skills. The programme is deployed over two marketing academy workshops a month apart, with specialist trainers enlisted to deliver the training.
TW!ST Solutions
NCSS
Getting the Tribe Worked Up - NCSS
Heineken
Entering Popular Culture - Heineken
VW
Fuelling Brand Ambition - Volkswagen
SUSS
Shaping Brangelists for SUSS
Heineken
Taking a ‘Glocal’ Approach to Branding - Heineken
Temasek Foundation
Increasing Impact and Influence - Temasek Foundation
JAPFA-STP
Revitalising A Brand - JAPFA STP
Other Brands