Description
Building Brands with Soul distils the author’s journey from an intern to a marketing leader committed to building lasting brands with soul.
Drawing from professional experiences at multiple successful global brands, this book showcases the pathways and the wholesome impact of building brands with soul, while adopting a human-centric approach to business growth. It highlights the importance of understanding and fulfilling human needs, blending creative vision with analytical rigour and fostering a growth mindset with trust. Through personal anecdotes, proven methods and practical advice, the author aims to inspire and equip future marketing leaders with a blueprint to create meaningful, impactful brands that resonate deeply with our markets and society.
Praise for the book
“There are very few leaders who are as determined and passionate about helping and inspiring the next generation of marketing leaders. Siew Ting impressed me as one of them who has the heart for this. This book is all about providing actionable tips, learnings and frameworks, coming from a purpose-driven CMO who has been through it on building brands with soul. I will recommend any aspiring CMOs and young marketing managers to read this.”
— Sophie Devonshire
CEO of the Marketing Society,
Author of Superfast: Lead at Speed
“Siew Ting combines some well-evidenced, wise insights and advice with personal courage about her own life and career. She talks about building brands with soul, and her own soul is present throughout this gem of a book which will be invaluable to anyone aspiring to be a leader in marketing.”
— James Thompson
Advisor/Board for BCG, Former CCO of Heineken
“Siew Ting doesn’t just emphasise the need for empathy in marketing and team leadership—she sets the example with her vulnerability and heartfelt experiences from both her personal and professional life. Building Brands with Soul is more than a great guide or sound philosophies. It is a genuine book with a soul and you can feel the emotional investment she put into her work.”
— Brett Townsend
Author of Insights on the Brink
“Nothing more critical for marketing leader than crafting and amplifying a brand’s soul. This book will help you navigate the ins and outs of this fascinating and fulfilling experience.”
— Cristina Bondolowoski
Global CMO of MSCI
“A refreshingly human approach to an increasingly de-humanised brand strategy process, packed full of useful anecdotes and practical tips drawn from extensive lived experiences with highly successful global brands. Aspiring leaders, along with established CEOs or CMOs looking to reconnect with meaning and purpose in their role and output should take note of this book, which is a timely reminder that empathy is the most powerful tool we have.”
— Tim Parkinson
Former CMO and SVP at Nike Inc., Under Armour, Diageo and Wieden + Kennedy
“Siew Ting’s book offers advice that is both timeless and perfect for the current crossroads that marketers find themselves in. She shares her reflections on building brands with humanity and soul at their core, and also reflects on her own journey to becoming a soulful leader and marketer. As Siew Ting reflects on her journey across continents, brands and marketing practices, she also encourages readers to reflect on themselves and their current situations. I’ve found myself thinking about how to lead with soul and cut to the heart of what matters, long after putting down this book!”
— Philip Ryan
Managing Partner at Ipsos Strategy3
