Trax Associates | MRCB Institutionalising brand values during challenging times

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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Project

‘RESOURCES FOR GROWTH’

Client

MRCB

Brand Lead

Trax Associates
with Publicis (Designer)

Creative Lead

Leo Burnett

Date

2000-2001

About This Project

Emerging from the Asian Financial Crisis in the late 1990s, MRCB as a group faced a challenging market with little prospects for growth. An integrated brand plan with a focus on employee motivation and cohesive values set the stage for one of the most enduring institutionalisation of brand identity and brand-led practices by a Malaysian conglomerate.