Singapore Volume 10

6 0 | S U P E R B R A N D S V O L U M E X MARKET MindChamps is a brand name that is synonymous with premium early childhood education. It is the only preschool to synthesise over 20 years of research in the four domains of Neuroscience, Psychology, Theatre and Education to build a unique curriculum and pedagogy that prepares children for success in the 21st Century. Today, MindChamps proudly commands the number one position in the premium range of Singapore preschools and is the most recognised preschool brand in the country. Globally, the organisation has more than 80 centres spanning eight countries with further expansion plans in the pipeline. ACHIEVEMENTS After 20 years of pursuing the dream of filling in the gaps of education worldwide, MindChamps’ passion has become a global case study published in a book by #1 New York Times and Wall Street Journal bestselling author, Dr Joseph A. Michelli. Dr Michelli is famous for his books which analyses the strategies and unique qualities of legendary organisations, such as Mercedes-Benz ( Driven to Delight ), Starbucks ( Leading the Starbucks Way ), and the Ritz-Carlton Hotel Company ( The New Gold Standard ). In studying MindChamps, Dr Michelli said in his book titled, The MindChamps Way – How to Turn An idea Into A Global Movement, “The companies (Mercedes-Benz, Starbucks & The Ritz-Carlton Hotel Company) featured in my prior books demonstrate impressive brand power, but none of them have been in a position to fundamentally shape society on par with MindChamps.” The MindChamps Way demonstrates how the research-driven pedagogy and company culture of MindChamps has catapulted it into a global education movement, impacting education around the world. Dr Michelli also observed that, “While both Cesar Ritz and David Chiem have built businesses that strive for transformational excellence, there is one fundamental difference between MindChamps and The Ritz- Carlton Hotel Company. That difference relates to the speed by which MindChamps has catapulted to international prominence.” As an industry leader in early childhood education, MindChamps has been honoured with some of the most sought-after awards in the Singapore education sector. The organisation has also gained industry-wide recognition in intellectual property management, franchise management and branding. Some of these awards include: • Franchisor of the Year 2013, accorded by the Franchising & Licensing Association (Singapore) • The Influential Brands® Top Brands Award 2014-2019. MindChamps has won this award for six consecutive years, as a top-of-mind brand that is well-loved and voted for by Gen Y parents; • The Superbrands Mark of Excellence 2014- 2019. This is MindChamps’ sixth consecutive award from Superbrands • The 2015 IPOS Award for its Trademark Portfolio, accorded by the World Intellectual Property Organisation (WIPO) and the Intellectual Property Office of Singapore (IPOS) • The 2017 Enterprise 50 Awards - Ranked 8th out of 50 top companies in Singapore; and 2017 Dun & Bradstreet Business Eminence Award • 2018 Influential Brands® Top Employer • 2018 Asia’s Greatest Brands award presented by AsiaOne Magazine & United Research Services • Ranked amongst top 50 of Singapore’s fastest growing companies in 2019 by The Straits Times and Germany-based global research firm Statista. HISTORY From its inception as an educational research centre in Sydney, Australia in 1998, the brand has gone from point zero to the number one brand position in the highly-competitive Singapore premium preschool space, with an impressive market share of 38.5%. Since its launch in Singapore on 25 July 2008, MindChamps has accomplished the following milestones: 2008: Sold 22 franchise licenses before the first preschool centre opened • First centre launched in Singapore and was fully booked with a waiting list of 3 months 2009: 6 preschools opened 2011: MindChamps Reading & Writing