Trax Associates | Blog
Trax Associates is a strategy consulting firm with a brand-driven focus. We forge the alignment of business ambition with market delivery offering companies a sustainable competitive advantage through brand building insights and methods.
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Do brands matter?  For some of us they do.  For some of us they don’t.  But when you stop to ponder, we are all influenced by the power of brands. Just think of the products and services we continue to buy or support.  Through our constant......

The new black book of branding examines the brand perceptions and effectiveness of brand practices in Malaysia. Sandeep Joseph, Head Strategy+Digital, Zenith Media, speaks to brand strategist Yasmin Merican, CEO of Trax Associates and author of ‘The Right to Brand’.   ‘The Right to Brand’......

Wally Olins, the founder of Wolfe Olins, died recently at the age of 83. He was described by the Financial Times as ‘the world’s leading practitioner of branding and identity’. For more than 50 years, Olins promoted the importance of projecting a well-defined image through......

When Malaysia-Singapore Airlines (MSA) split into the national carriers of the two countries on 01 October 1972, a ‘kite’ took off from Subang International Airport in Kuala Lumpur proudly carrying the dreams and aspirations of a young nation. Calling on every citizen to support the......

Malaysia is 56 years old and aspires to be a developed nation by 2020. As the country consolidates its position and strengthens desired values within a new nation brand, we join many others in pursuit of global brand power. In the successful market positioning of......