Article:           Equal Strategy (S) promotes ‘fragrance-music’ strategy for brand building

Publication:   Krungthep Turakij, Bangkok

Date:              18th May 2007

Equal Strategy (S) introduced new strategy for Thai market by using ‘music’ and ‘fragrance’ for brand building. The company expected 1000 local clients that targeted on hotel, shop and fitness, within 5 years.

Mr. Simon A. Faure-Field, CEO of Equal Strategy (s) Pte Ltd suggested that nowadays human senses or so-called ‘Brandsense’ is regarded as important strategy for brand building. However, the company’s services are emphasized on using music and fragrance to create atmosphere at point of purchasing. The main clients can be divided into 4 groups which are retail shop, airport, hotel and fitness.

The ES Company first launched its business in telephone answering service and later extended to fragrance strategy under ‘BrandAroma’ trademark and also applying music to enhance customer purchasing.

In Thailand, the company expected over 15-20 leading cooperated clients in a year and the expanding to 1000 local clients within 5 years as there is a continue emergence of shopping malls.