The Secrets To Becoming The Go-To Brand In Any Category With Jason Foo

← Back To Blog

Advice Posted on

As businesses compete for attention in today’s competitive climate, a go-to brand can be the difference between success and failure. It takes more than just a great product or service to stand out from the crowd. As a business, you must differentiate yourself with unique offerings, dramatise their services with clarity, create a culture of compassion and offer a unique customer experience to build a successful brand. With the right approach, your businesses can rise above the competition and become an authority and leader in your industry.

In this episode of the Hands On Business podcast, we explore the secret to becoming a go-to brand in any business category with Jason Foo, – Chairman and CEO of BBD Perfect Storm. With 20 years of experience behind him – he’ll also be talking about his incredible journey from startup agency pitching for big customers to now managing some major brands like ETIHAD airlines.

Listen in to learn what a go-to brand is, how you can become one, and what you need to stop doing to succeed. There are many things you can do to build a go-to brand, but Jason shares branding leadership and cultural strategies to create a go-to brand that you can start implementing today to build an iconic brand that stands out from all competitors. This is an episode that you don’t want to miss!

  • [00:00] Intro and what in for you in today’s show
  • [02:24] Jason’s career journey and how he got to where he is today
  • [04:32] What makes BBD Perfect Storm different from other agencies
  • [06:17] Jason’s transition from startup agency pitching to managing major brands
  • [07:21] Jason’s biggest idea that Jason rounded that took him to the next level
  • [08:56] Purpose; how to put it to heart and commit to what you do
  • [12:19] How brands allow people to align with their purpose
  • [14:06] What is a Go-to brand and the three Ds brand building strategies
  • [20:44] How to create a customer-based culture for Service and product-based business
  • [22:44] How to cultivate and get people aligned with your brand culture
  • [26:46] The role of diversity in building a great and high-performing culture
  • [29:45] The three Leadership Cs that help drive effective leadership
  • [31:34] Top 5 practical tips for creating a go-to brand
  • [33:13] Being a change maker and what it means to Jason
  • [37:33] Three things that you need to stop doing to get ahead of the competition
  • [41:43] Golden takeaway from Jason for the listeners
  • [42:31] Wrap up and end of the show

Standout Quotes:

  • “If you have a great idea and great creativity, then you can go up against the biggest companies in the world and win if you sell clients game-changing ideas for their brand or organisation.”– Jason [6:54]
  • “The role of business is more than simply making a profit.”– Jason [8:59]
  • Consumers are looking for brands that have a greater purpose and organisations that are more authentic and transparent about their products, packaging and communication.”- Jason [11:00]
  • “If you’re not clear on what makes you different, then you’re a commodity, and commodities have commodity pricing.” – Jason [14:39]
  • “Increasingly in an ever crowded, busy and attention short world, distinctiveness is as, if not more important than, differentiation.”-Jason [15:38]
  • “Great brands create an emotional connection with their customers; emotions are super important in how you build a go-to brand.”Jason [18:10]
  • “Be compliant slowly and execute quickly using technology.”- Jason [32:46]
  • “It’s 5 to 10 times less costly to retain a customer than to acquire a new one, don’t just invest in your brand. Make sure you’re looking after your customers.”- Jason [40:03]

Thank You For Listening!

Stay Connected

Jason Foo

Company website:

Linked In:


📺Watch this episode on the Hands On Business Podcast:

🔗Contact me on LinkedIn for the offer: