Asia Cup

Racing brand success – Formula branding

When a Formula 1 team approached us to gain sponsors on the back of major corporate change and branding projects, we soon became very involved. Brand value in the racing industry is a crucial asset to take care of. Think of Ferrari and merchandise.

Asia Cup2

The Asia Cup race

Initially we brokered a partnership beween Arrows Formula 1 Grand Prix Team and STAR TV in Hong and soon we were working with Team Lotus F1 in its ultimately successful quest to re-enter Formula 1.
We were retained by a Kuala Lumpur-based racing team and rebranded them as Meritus Racing. They went on to win a multitude of championships around Asia and now run the hugely successful Asia Cup Series.
Associative Interpellation

Our approach to problem solving – Associative Interpellation

There are a number of ways that members of our team help CEO’s and their direct reports:

– Strategy Workshops
– Leadership Communications
– Implementation Support
For this level of work we adopt an approach we call Associative Interpellation.

This phrase may appear baffling or pretentious but when we tried to define our approach, no standard wording quite did the job.

Associative because many inter-connected elements are triggered and brought together. ‘Interpellation’ commonly used in French and Italian indicating a combination of to seek wisdom from, question and ask for involvement.

This is a management consulting style that is markedly different from the traditional linear process model (and diagrams) that suggest all progress can be likened to a scholastically simple and sequential domino-like cause and effect continuum.

We know that life and business is a little more complex than that. Our model, and we have one for the sake of clarity, is more akin to a three-dimensional venn diagram in constant evolution.

If we accept that gut-feel and intuition are actually complex thought patterns founded on learning, experience and perhaps something inexplicable combined, then yes, gut-feel is involved. Definitely.

Only a team of people that is multi-cultural, has worked and succeed in several countries and industries can offer this. There are people who ‘interpel’ data, people, personal case studies and a deep familiarity of subject matters and who have an adaptability quotient way off the culture scale.

Is this an intellectual approach? You bet. Is it practical? Most certainly. Our team members have made things happen time and time again with results to prove it.

Associate Interpellation. A term born from the very approach that it represents. So now let’s speak about your business.