Strategy Consultant
Darrick Chang
I have regional experience with a strong focus in Singapore regarding brand transformation and brand building. I believe in leveraging on insights and data to realize differentiated yet compelling brand growth strategies when constantly asking why, how and what if.
Prior to Lynxeye, I worked with clients across B2C and B2B industries such as education, FMCG, healthcare, logistics and technology.
—I believe that to realize purpose-driven branding, companies should go beyond the focus on growing sales, profit and shareholder return to start meaningfully address societal challenges.
When do you love your work?
That must be that I get the chance to build brands that people can’t live without and can’t get enough of! To achieve that, it’s about finding a sweet spot in branding, marketing, user experience and innovation while ensuring that consumers are at the heart of this. That’s what makes the work that we do here very fulfilling.
What is corporate purpose?
I believe that to realize purpose-driven branding, companies should go beyond the focus on growing sales, profit and shareholder return to start meaningfully address societal challenges. This is not only the right and responsible course of action, but it’s a strategic decision that will resonate, inspire and energize unique competitive advantages.
Name a great purpose example
My current favorite purposeful company is Lifebuoy. It’s a committed brand that provides better hygiene to communities all over the world. With this, they deliver on social impact through effective and credible signature social programs.
