We Transform
Brands And Culture
We Transform
Organisations To
Create Great Brands
We give birth to brand words
that empower your staff to provide
the best service to your customers.
That means getting your products
right, ensuring your processes help
each and every one of your staff
to achieve their goals.
We are here to help you
transform to be the
great brand that you
are meant to be.
We transform through
Listening to your needs,
your dreams, your goals
your vision.
We listen to transform
but always rooted in reality.
We hear that you want to keep it simple.
So we ensure that the brands we create
are simple for the most junior person
in your company to understand.
It Takes Courage
To Transform
Your Experience With
The Listening Tree
It is great to have dreams
and visions and we help you
realize them in a way that is
simple yet effective.
Your experience with us is one of
close collaboration, of trust
and respect but most of all,
it is one of courage as it take
courage to transform.
We applaud and hold in
high esteem those who are
serious about transformation.
Our Experience
for Penang City
See Hoy Chan
Sister In Islam
Taylor’s Education Berhad for:
Australian International School,
Garden International &
Nexus World School Putrajaya
Dentsu for:
Toyota, Lexus
Maybank & TM
Jaya One
Selangor Dredging Bhd
Case Studies
Selangor Dredging
Berhad (SDB)
Australian International
School (AISM)
CSR and Art Projects
Client’s Experience
We are indebted to the commitment
and passion of the TLT team and
leadership in helping to chart
the course of our future.
The Listening Tree has simply helped me
embrace the best of cultures and values
derived from the generation gap that exist
among the key drivers of the business.
In another words, Its not just about
who we want to be, but who we are
and how our identified values will be
practiced by everyone in an intuitive
and instinctive way.
TLT has given us the framework and
methodology which serves to guide
our growth and direction in building
our brand, through the building of
our corporate culture.
In essence, TLT has raised our
understanding of branding
and it has been working
very well for us.
James Ng
Managing Director of Kian
Whether it is the old or the new, I have
learned through The Listening Tree, that
we have to seek out the positiveness and
strength derived from the personality
traits that exist within the owners of the
business and transcend them in a manner
in which everyone can accept naturally.
We are still in the midst of
implementation and I can slowly
see the results of my Company
becoming self aware. Armed with
this identity clarity, the Company
is now adjusting itself and the
future is promising!
Thank you the Listening Tree!
Charles Wong
Managing Director
Tetap Tiara Sdn Bhd & Jaya One
Our Services
Employer Branding
Performance Management
Organisational Development
Talent Management
Brand Audit
Visual Audit
Cultural Due Diligence
Brand Strategy
Brand Naming
Brand Architecture
Brand Values
Customer Philosophy
Brand Standards
Brand Training
CSR Programs
HODs Sessions
Customer Philosophy
BFM “Up the Ante”
15 Oct 2012
John Lau, Fatty and Skinny Music School
BFM “Resource Centre”
29 Aug 2012
How to Build a Brand- Episode 4 (Change)
BFM “Resource Centre”
15 Aug 2012
How to Build a Brand – Episode 2 (Leadership)
BFM “Resource Centre”
08 Aug 2012
How to Build a Brand – Episode 1 (Beliefs)
BFM “Up the Ante”
04 June 2012
Anthony Lim, Hypoxi Malaysia
BFM “Up the Ante”
20 April 2012
BFM “Up the Ante”
26 Mar 2012
Adeline Tan, Minz Jewelry
BFM “Up the Ante”
20 Feb 2012
Gandhi Suppiah, Craft Bakers
BFM “Up the Ante”
21 Nov 2011
Shirlene Frenz, pool of talent
BFM “Open for Business”
26 Sept 2011
Ben Ng, Fluid Alchemy
BFM “Resource Centre”
18 April 2011
Developing a Brand (Brand Strategy)
Our Talks
And Seminars
Brand Masterclass
A minimum of 10 person per/class
from non-competing industries is
required for every Masterclass.
RM5,000 for the CEO
Understanding Your Customers
This workshop helps you truly understand
your customers by charting their journey and
aligning your products and services to ensure
the journey is a seamless one.
RM15,000 for 1 day
Our Managing Partner Lee Jia Ping
frequently holds talks and workshops
on brands. The following are two
that have been well received.
The Listening Tree holds
Brand Masterclasses for
Emerging entrepreneurs and
their direct reports that guide
you step by step in creating
your brand strategy.
Brand Masterclasses are a
1 day workshop plus a
2 hour follow up session.
RM1,000 for the Direct Report
Direct Report must attend the
Masterclass together with the CEO.
How To Build Competitive Brands
That Profit Your Business
This talks looks at 7 important rules that help
organisations and their leaders build great brands.
Filled with case studies and hands on exercises.
RM3,000 for 2.5 hours
The Importance Of Design In Branding
How to ensure your product and internal designs
are aligned with your brand.
RM3,000 for 2 hours
Our People
Lee Jia Ping
Managing Partner
She developed the name
for the then newly-merged
Alliance Bank and led the
branding initiatives for Ranhill,
Celcom,Gastech and the
Penang State Government.
She is currently the Brand
Consultant & Strategic Planner
on record for Dentsu Malaysia,
for Lexus and Maybank.
In 2006, she conceptualised and
developed an educational maze for
PS the Children, a local NGO, which won
a Silver Kancil and was nominated for
a Yellow Pencil at the prestigious
D&AD Award 2007 in the UK.
Jia Ping can be heard regularly
on bfm89.9 as a branding coach
on “Up the Ante”.
Kareena is a consultant and advisor to
senior members of the management
team in the area of Strategic Human
Resources. Her role is to help improve
business results by maximising the
strength of the management team and
the organisation’s core competencies.
Beyond her role as an advisor,
Kareena works with the HR team
and line managers to establish and
implement targetted Organisation
and People Development Programs.
In 2006, she set up the
Organisation Development
function to lead Performance
Management Alignment,
Leadership Development and
Career Pathing at BASF’s regional
Shared Service Centre in KL.
Her clients include Maybank, Maxis,
Malaysian Airlines, Ambank, Sony Corp,
Symphony House, MSC Venture Capital
and Selangor Dredging Berhad. In the
1990’s she was part of the YTL Hotels
and Properties management team, and was
responsible for the set-up and operations
of the Ritz-Carlton Hotel Kuala Lumpur,
Vistana Hotel and the revamp of
the JW Marriott Hotel.
Juarez Salih Lowe
Strategic Partner -
Mission Directed Workteams
(Brand Alignment)
Upon implementing corporate governance,
he was transferred to the Mitsubishi
Sales Division to manage a sales team of
49 people. His team achieved the
commercial vehicle sales targets in the
first 6 months of the year.
Subsequently, Johnson & Johnson hired
him under their elite International
Recruitment Development Program.
During his time in brand management,
he not only grew the business by 34%
but also managed various events
for J&J Malaysia.
His experience in the sales, marketing and law
across a wide variety of industries helps him
to identify and develop business solutions.
His work with people with a structured process
has resulted in bottom line improvements with
a regional client base.
After nearly 10 years at the New Straits Times (NST),
Sharon left as Literary Editor to co-found
Salt Media Consultancy with fellow former Editors
of the NST. While there, she was a member of the
small editorial team behind A Doctor in the House:
The Memoirs of Tun Dr Mahathir Mohamad
The Story Box is also a strategic partner
of The Listening Tree and is in charge of
TLT’s blog called Listen to your Brand.
In October 2012, Sharon was invited to consult
for The Munich Eye, Germany’s first ever
English-language newspaper. The scope includes
editorial services and market positioning.
Jia Ping’s brand portfolio includes the
strategic rebranding of Selangor Dredging
Berhad, Fujiaire, Taylor’s Education
Berhad for Australian International School
and Garden International School;
and Horwath KL.
Jia Ping was previously the founder and
Managing Partner of Firebrands and has
also served as an independent consultant
to the following organisations:- Chimera,
OvaInterbrand, McCann-Erickson Malaysia,
Leo Burnett KL, Communicate and
William-Harald-Wong & Associates for
brands such as Securities Commission,
EPU, MEPS, Da Ma Cai, Sony, MIDF and MNI.
A trained Arts facilitator; she has
been a pioneer for the Arts for
Health movement in KL and has
developed and implemented several
programmes in KL for Selayang,
KL and Kajang Hospitals.
She is a member of the CEO organisation
called Vistage and holds a Bachelor of Arts
degree from University of Melbourne,
Australia majoring in Political Science
(International Relations).
Kareena Raslan
Her business sense and exposure to
various industries is a key advantage
in helping clients chart a clear and
pragmatic HR strategy for improving
and sustaining employee performance,
and hiring, developing and retaining
the right talent.
Kareena has over 15 years of management
experience in human resources, hotel
management and communications.
She has worked on a wide spectrum
of Human Resources initiatives including
Talent Management, Performance
Management, Employee Communications
and Organizational Design. Her most
recent project was to launch an Employer
Branding initiative and set up a centralised
recruitment centre for a global chemical
company in Shanghai.
Prior to that she was a consultant with
Firebrands where she pioneered the use
competencies and other HR programs to more
effectively engage employees in internalising
the company and corporate brand values.
She spent the foundation years of her human
resources career with Towers Perrin, a thought
leader in the field of Human Resources.
She holds an Advanced Diploma from
SHCC Le Bouveret, Switzerland (1990)
and a Masters in Business Administration
from University of Nottingham, UK (2002).
After receiving his law degree with honours from
the University of Bristol, Juarez worked with
Messrs Lee Hishammuddin in Kuala Lumpur as
a corporate litigator. He worked to achieve
long term solutions for clients that included the
Kuala Lumpur Stock Exchange, Securities Commission,
Nestle, Petronas, Boustead, Fima and RHB. He then
moved to Cycle & Carriage Ltd in Singapore in the
Corporate Affairs Department!
In 2002, he received the prestigious
Fulbright grant to study for an MBA at
Thunderbird School of Global Management.
During this time, he became a certified
mediator and helped teach Cross Cultural
Communication and various Finance classes.
His work with Sapura Auto
(a recently appointed BMW dealer)
resulted in it tripling sales to
become the 2nd largest branch in
Malaysia and obtaining a 92% score
on its retail audit standards!
Sharon Nelson
Writer & Editor
In July 2012, Sharon decided to set up
The Story Box, with a simple premise that
storytelling must be inherent in all
our communications.
Sharon is a staunch supporter of NGO causes.
Since 1995, she has worked with Sisters in Islam
with the strong belief that a kinder, gentler
Islam in Malaysia both brings us closer and
gives us breathing space.
She designed the packaging for
Buds skincare line and has just
written and illustrated a book called
Where on earth is the Environment.