Branding
Russian Standard
After years of brand damage from poor partnerships, Russian Standard needed more than promises; it needed proof. I led the execution of the regional relaunch strategy across Thailand, Vietnam, Malaysia, and Singapore, bringing the brand back to life on the ground.
Year :
2020
Industry :
AlcoBev
Client :
Russian Standard
Project Duration :
3 months
Problem :
Russian Standard’s prior import partners had torched local goodwill. Pricing was inconsistent, trade support was non-existent, and the brand had become all name, no presence.
By the time HQ tried to course correct, most distributors weren’t interested in another pitch they wanted to see action.
Solution :
I led the rollout of the go-to-market strategy across four countries. That included launch events, trade seminars, and distributor-facing market visits alongside brand reps a show of commitment that started shifting sentiment.
Challenge :
Perception lagged. Even with a new importer or a refreshed strategy, the brand carried old baggage.
To cut through it, we launched all four markets within the same month a deliberate move to signal a coordinated regional return. That required managing multiple teams, agencies, and venue partners across Thailand, Vietnam, Malaysia, and Singapore all remotely.
Everything from entertainment to lighting and catering was lined up in advance, with site visits happening less than 24 hours before go-time. Precision mattered. There was no room for delays, and no second chance to get it right.
Summary :
We turned a damaged reputation into a live brand again. By showing up in-market, executing with consistency, and backing every claim with action, we helped Russian Standard earn back relevance in Southeast Asia.
A good brand story gets you in the room but a strong route-to-market plan keeps you on the shelf.
More Projects
Branding
Russian Standard
After years of brand damage from poor partnerships, Russian Standard needed more than promises; it needed proof. I led the execution of the regional relaunch strategy across Thailand, Vietnam, Malaysia, and Singapore, bringing the brand back to life on the ground.
Year :
2020
Industry :
AlcoBev
Client :
Russian Standard
Project Duration :
3 months
Problem :
Russian Standard’s prior import partners had torched local goodwill. Pricing was inconsistent, trade support was non-existent, and the brand had become all name, no presence.
By the time HQ tried to course correct, most distributors weren’t interested in another pitch they wanted to see action.
Solution :
I led the rollout of the go-to-market strategy across four countries. That included launch events, trade seminars, and distributor-facing market visits alongside brand reps a show of commitment that started shifting sentiment.
Challenge :
Perception lagged. Even with a new importer or a refreshed strategy, the brand carried old baggage.
To cut through it, we launched all four markets within the same month a deliberate move to signal a coordinated regional return. That required managing multiple teams, agencies, and venue partners across Thailand, Vietnam, Malaysia, and Singapore all remotely.
Everything from entertainment to lighting and catering was lined up in advance, with site visits happening less than 24 hours before go-time. Precision mattered. There was no room for delays, and no second chance to get it right.
Summary :
We turned a damaged reputation into a live brand again. By showing up in-market, executing with consistency, and backing every claim with action, we helped Russian Standard earn back relevance in Southeast Asia.
A good brand story gets you in the room but a strong route-to-market plan keeps you on the shelf.
More Projects
Branding
Russian Standard
After years of brand damage from poor partnerships, Russian Standard needed more than promises; it needed proof. I led the execution of the regional relaunch strategy across Thailand, Vietnam, Malaysia, and Singapore, bringing the brand back to life on the ground.
Year :
2020
Industry :
AlcoBev
Client :
Russian Standard
Project Duration :
3 months
Problem :
Russian Standard’s prior import partners had torched local goodwill. Pricing was inconsistent, trade support was non-existent, and the brand had become all name, no presence.
By the time HQ tried to course correct, most distributors weren’t interested in another pitch they wanted to see action.
Solution :
I led the rollout of the go-to-market strategy across four countries. That included launch events, trade seminars, and distributor-facing market visits alongside brand reps a show of commitment that started shifting sentiment.
Challenge :
Perception lagged. Even with a new importer or a refreshed strategy, the brand carried old baggage.
To cut through it, we launched all four markets within the same month a deliberate move to signal a coordinated regional return. That required managing multiple teams, agencies, and venue partners across Thailand, Vietnam, Malaysia, and Singapore all remotely.
Everything from entertainment to lighting and catering was lined up in advance, with site visits happening less than 24 hours before go-time. Precision mattered. There was no room for delays, and no second chance to get it right.
Summary :
We turned a damaged reputation into a live brand again. By showing up in-market, executing with consistency, and backing every claim with action, we helped Russian Standard earn back relevance in Southeast Asia.
A good brand story gets you in the room but a strong route-to-market plan keeps you on the shelf.