“Their vision was to create ‘a Singapore where innovative enterprises use intangible assets to grow’; and their mission was to catalyse industry and enterprise growth by providing IP and intangible asset expertise.”
IPOS International was a new initiative of IPOS (Intellectual Property Office of Singapore). They sort to extend their reach by not only providing an up-to-date registry for trademarks and patents, but to leverage IP in regional and global business for future growth, profitability and sustainability.
The conceptual approach to IPOS International stemmed from our understanding of the “under valued” and “under utilised” use of intangible assets — by definition “brand is the management’s long term strategy for the exploitation of intangible assets for commercial gain” … so there was a strong alignment of appreciation between Brandcourage and the client. The approach used the positioning line “Bridging Possibilities” which developed from ideation with both us and the client team — in which there was a strong “buy-in” to the road ahead.