Tiger Beer

Business StrategyBrand StrategyCreative StrategyContent StrategyClient ServicingGlobalFMCGBeer

Nov 1

Written By Mark Nerney

Leading the global brand repositioning, identity refresh, and portfolio redesign for the World’s Leading Premium Asian Lager.

Client: Heineken N.V.

Role: Senior Client Director

Agency: Bulletproof Design, Singapore

Year: 2024

I was brought into Tiger Beer’s “Tiger 4.0” rebranding project to course correct and align its fragmented work streams’ substantial disconnects, overlaps, inefficiencies, and time and cost overruns.

Following the Fire Maverick Method of Clarity, Course, and Create, I created a coherent and cohesive strategic framework to take the project forward, align its key client and agency stakeholders, and manage the multi-party implementation.

The realigned “Tiger 4.0” revamped the brand's image and reinforced its market presence in its multi-market rollout in key regions such as Vietnam, Singapore, Malaysia, Thailand, Vietnam, and Myanmar, enabling the brand to connect with diverse audiences and reinforce its message of resilience.

Advertising designAgency managementAgile methodologyAudience messaging frameworkAudience personasB2B salesB2C salesBalanced scorecardBoard-level managementBrand architectureBrand equityBrand experience designBrand governanceBrand guidelinesBrand identity systemBrand playbooksBrand portfolioBrand portfolio evolutionBrand positioningBrand promiseBrand purposeBrand strategy schematicsBrand strategy frameworkBrand valuesBudget negotiationBudget planning & managementBusiness agility strategyBusiness case developmentBrand tonalityBusiness imperativesBusiness transformationC-suite managementCategory expertiseChange managementClient interviews & workshopsClient presentationsClient relationshipsClient satisfaction scorecardCommercial KPIsCompetitive landscape analysisConcept generationConsumer experience (CX) journey mappingConsumer insightsContent structureContract negotiationContract writingCopywriterCorporate designCost estimate developmentCreative auditCreative briefsCreative conceptsCreative guardrailsCreative principlesCreative reviews & critiquesCreative territoriesCross-functional team managementCross-sellingCustomer experience (CX) journey mapCustomer journeyCustomer lifetime valueCustomer satisfactionDeal closureDemographicsDesign evolutionDesign foundationDesign schematicsDesign templatesDesign thinkingDTC salesEditorial designEffective communicationEmerging marketEmployee & key stakeholder onboardingEmployee value proposition (EVP)Established marketForecastingFreelancer managementFrontier marketGlobal account directorGoal settingGrowth strategyIdeationInformation architectureInsight generationInvoicingIT stack framework & implementationKey account directorKey brand assetsKey client relationship managementKey messagesKey visual developmentKnow your customers (KYC)KPI developmentKPI measurement & reportingLead qualificationMarket analysisMarket expertiseMarket visits, audits, analysis, insights, & recommendationsMarketing communication designMessaging frameworkMood boardsNegotiationNetworkingNew business developmentOmnichannel strategyOpportunity identificationOpportunity prioritizationOrganizational cultureP&L managementPerformance measurement & reportingPhotography briefPitch developmentPitch leadershipPitch presentationPresentation developmentProblem statement developmentProcess optimizationProduct expertiseProduct value propositionProject approach developmentProject managementProject planningProject roadmapProject wrap-up & debriefProposal developmentProspectingPsychographicsResearch (Qualitative)Research (Quantitative)Research analysisResearch design & planningResource & capacity planningROI measurementSales leadershipSales managementSales pipelineSales plan developmentSales presentationsSemiotic analysisSenior management presentationsSenior stakeholder managementSoft skillsStakeholder alignmentStakeholder feedback managementStakeholder interviews & workshopsStakeholder managementStrategic business process developmentStrategic partnershipsStrategic planningSWOT analysisSynthesize information, analysis, insights, & recommendationsTarget audience profilesTeam leadershipTimeline planning & managementTone of voiceTouchpoint auditTrust BuildingUnique selling proposition (USP) developmentUp-sellingUse case developmentUser experience (UX) designValue proposition developmentVendor managementVideo productionVideo scriptVideo storyboardVision & value settingVisual & message hierarchyVisual identity designWorkshop design & planningWorkshop facilitation

Mark Nerney

Business, Brand, & Creative Maverick

https://www.firemaverick.com/

Tiger Beer

Leading the global brand repositioning, identity refresh, and portfolio redesign for the World’s Leading Premium Asian Lager.

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