MaGIC Academy: Power Of Branding - Developing Product & Personal Brand Identity


Take Richard Branson of Virgin Airlines, Steve Jobs of Apple, Tony Fernandes of Airasia, Vivy Yusof of Fashion Valet - What do they have in common? They have very good and successful personal and product branding. They have managed to build strong personal branding that showcase authentic, purposeful, and innovation-minded kind of leadership. They also represent the totality of what an individual can contribute to the growth of their direct reports, teams, and organizations.

While personal and product brands are different, they are not totally separate either. Product Branding is equally important and the strongest personal brands are often linked in some way to your company’s product or service brand. In this workshop, learn how both personal and product branding could improve not only the branding but the reputation of both yourself and the business.

Key Learnings

  • Better idea of their own Personal Brand, assets, features and benefits of themselves as a product and what they have to sell
  • Understand how personal, product branding and leadership style, impact the business and leverage these criteria to help stay on brand
  • Understand the value of feedback and how to use it to test the impact and value of their personal brand


Understanding Brands

  • Brand Misconception
  • Brand meaning & role
  • Brand Communication

The Power of Branding

  • The Central Idea
  • Proposition & Positioning
  • Consumer relations

Correlation between Brand and Business

  • Products & services vs brands
  • Sustainability - Great brands lifespan

Developing Brand Identity

  • Image vs Identity
  • Products vs Personality vs Services

Target Audience

Everyone looking to progress in their career or any entrepreneurs who want to build a good image of their business. Any person who wants to leverage the power of building a good image to build a strong personal and product brand will definitely benefit from this course.

Speaker Description


Shukri Rifaie

Shukri has over 30 years experience in the Malaysian branding and advertising industry. A Mass Communication graduate; major in Advertising from ITM (UiTM). Started his career with J Walter Thompson and later moved to McCann-Erickson advertising where he built his career in over a period of 12 years there. He joined Bates at the end of 2001 as Director of Client service and was promoted to CEO just a year later.

His main contribution at Bates was to rebuild the agency post SARs, Iraq War crisis and the WPP UK takeover in 2003. As a result of the takeover, Bates had to re-align and surrender half of its international portfolio to its sister agencies. Within three years of his leadership there, Bates has won a list of new businesses that include, Levi Strauss Malaysia, Dockers Khakis, F&N Sarsi, Parkson Corporation, Honda Malaysia, Sepang F1 Circuit, Ministry of Health’s “Tak Nak”, HIV & Aedes campaign, BenQ Marketing Services and Johor Trading (Secret Garden).

Over the course of his career, he has also worked on and been a part of the success of Malaysia’s most respected brands and corporations, including Malaysia Airlines, Tourism Malaysia, Coca-Cola, Nokia, 100PLUS, Shell, Nestle, Unilever, Mamee, Gillette, Opel and Hotlink from Maxis.

In 2007, he joined Publicis Groupe Malaysia as a CEO and was responsible for its wholly owned subsidiaries like Adsell Advertising, Publicis Dialog (PR/Events/CRM & activation agency) & Publicis CGS (a specialized packaging design agency). Publicis key clients were Citibank, Hewlett Packard, L’Oreal – Garnier, Nestle, Cadbury, Sara Lee (Brylcreem), P&G (Oral B), MSIG, Western Union, Sime Darby Property and Ayamas.

Shukri currently runs his own consultancy partnership on strategic brand marketing with an aim to help local businesses compete with international brands from a position of strength.

Brief Agenda

6.30 - 7.00 Registration/Coffee Serve

7.00 - 7.30 Prayer Break

7.30 - 9.00 Power Of Branding - Developing Product & Personal Brand Identity

9.00 - 9.30 Q&A

9.30 End

Please note:

  1. Sessions will be focused on presentations in English.
  2. Dress smart but remain casual.
Fri Dec 16, 2016
7:00 PM - 9:30 PM MYT
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Venue Address
Malaysian Global Innovation & Creativity Centre, Block 3730, Persiaran APEC, 63000 Cyberjaya, Malaysia. Malaysia
Malaysian Global Innovation & Creativity Centre