Catherine Chai, Founder of Broc Consulting

The power of brands. This is what has fascinated and inspired Catherine to start up her consultancy.
What’s your story?
I’ve always been fascinated by the amount of love consumers have for certain brands; paying premium prices, overnight queues, long wait-lists and unquestioned loyalty.  I started searching for why they are so fascinated by certain brands during my university days and I have never stopped.
Today, I am the founder of Broc Consulting. I work with forward-looking companies to help them increase their brand building capabilities and train their employees to live and breathe their brands so that they too can engender such love from their customers.
What excites you most about your industry?
If your business is not a brand, you are a commodity. By understanding the science behind brand building and the commitment to the process, it’s possible for anyone to build a strong brand in a shorter time. Which is why I am excited to help companies discover the power of branding and help them get up to speed as quickly as possible.
What’s your connection to Asia?
Born and bred in Singapore, travelled extensively in Asia. I love Asia!
Favourite city in Asia for business and why?
Singapore is definitely my favourite city for business. We have one of the most business friendly environments and the entrepreneurship landscape is thriving.
What’s the best piece of advice you ever received?
My ex-boss and mentor Dr Paul Temporal’s golden advice “Believe in yourself”. Whenever I have self-doubts, remembering these words always helps.
Who inspires you?
Again my ex-boss and mentor Dr Paul Temporal. He has written 16 books on branding and is widely regarded as an authority in this field. More importantly he unselfishly guided me in my career and I would similarly want to do the same for the younger generation.
What have you just learnt recently that blew you away?
That volunteering is one of the best ways to achieve happiness. Do good and you will feel good.
If you had your time again, what would you do differently?
I would definitely take the time to express gratitude to those who have helped me. It’s better late than never and I have so many people to thank.
How do you unwind?
I love to read and eat and both work very well together for me.
Favourite Asian destination for relaxation? Why?
I am a big fan of spicy food and great hospitality. Thailand fits both criteria.
Everyone in business should read this book:
Switch – How to change things when change is hard by Chip Heath & Dan Heath
Shameless plug for your business:
Broc Consulting works in deep partnership with business owners to develop new insights about their brands, mobilize their organisations to act and increase the client’s’ brand building capabilities. We also conduct a series of branding workshops throughout the year to transfer our knowledge.
How can people connect with you?
email –
Linkedin –
Facebook (Broc Consulting):
Twitter handle?

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:
Callum Laing invests and buys small businesses in a range of industries around Asia.  He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries.  He is a Director of, amongst others, Key Person of Influence.  A 40 week training program for business owners and executives.
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