Simon Lee is the founder of Vantage Branding, a Singapore brand consultancy that builds brands people trust, remember and choose. He works with leadership teams across Southeast Asia on brand strategy, positioning, identity and adoption, with particular depth in healthcare branding and other trust-sensitive sectors.
His point of view, the Vantage Point, is that a brand should be an organisation’s hardest-working asset, and that branding succeeds or fails at adoption rather than strategy. That belief runs through his client work and his writing, from the boardroom decisions that precede any design to the discipline of protecting brand equity once it is built.
Before founding Vantage in 2010, Simon spent thirteen years at Interbrand, the global brand consultancy — joining in London in 1997, moving to Interbrand Tokyo in 1999, and serving as Design Director of Interbrand Singapore from 2004 to 2010. That grounding in one of the world’s most established brand consultancies shapes how Vantage works: research before design, and systems built to survive contact with an organisation.
Vantage is a certified Practising Management Consultant (PMC) with the Singapore Business Advisors and Consultants Council, a status recognised by Enterprise Singapore. Simon’s work spans brand audits, positioning, naming, identity systems and brand guidelines for clients including ThoughtFull, Allium Healthcare, WEO and the Singapore Symphony Orchestra.