Overview:
Eugene is the Founder of Bamboo3, a branding and marketing consultancy that helps businesses build stronger brands by first establishing clarity around their customers, positioning and value propositions. After more than a decade in advertising and branding, including eight years working in China, Eugene came to believe that many SMEs do not actually have a marketing problem—they have a brand clarity problem. His approach focuses on getting these fundamentals right before businesses spend more on advertising or digital marketing.
Industry:
Branding | Marketing Strategy | Advertising | Business Consulting | Digital Marketing
Professional Experience:
Eugene comes from a corporate advertising background and has worked with multinational brands, including Singapore Airlines. He subsequently spent eight years working in China, gaining firsthand experience in one of Asia’s largest and most competitive consumer markets. Returning to Singapore during COVID, he founded Bamboo3 and began applying the branding principles he had learnt from larger corporations to SMEs. His work focuses on helping business owners define their mission, target audience, value proposition and the genuine problems their products or services solve.
Turning Point:
A significant turning point came when Eugene returned from China during COVID and began working more closely with Singapore SMEs. He discovered that many business owners struggled to explain clearly who their customers were, what differentiated them and why customers should choose them over competitors. This convinced him that spending more on marketing would not necessarily solve the underlying problem. Instead, businesses needed to establish brand clarity first, particularly around their target audience, customer needs and value proposition.
What He Does Now:
Today, Eugene leads Bamboo3, working with SME owners to audit their existing branding and marketing before recommending further investment. He helps businesses look beyond generic claims such as “quality” and “good service” to understand the functional and emotional reasons customers choose them. Eugene also incorporates AI into his own work and believes it can make marketing more efficient, but maintains that human experience and strategic direction remain essential. His longer-term ambition is to help more Singapore businesses develop strong enough brands and fundamentals to compete internationally.
SGVisionaries Interview:
LinkedIn Profile:
https://www.linkedin.com/in/eugenechoongch/
Website:
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