Singapore Volume 11

5 4 | S U P E R B R A N D S V O L U M E X I 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 Education, Psychology, Neuroscience and Theatre to build a unique curriculum and pedagogy that prepares children for success in the 21 st 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, MindChamps has over 80 centres and further expansion plans are 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 New York Times and Wall Street Journal #1 bestselling author, Dr Joseph A. Michelli. Dr Michelli is well-known 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 in his book titled, The MindChamps Way : How to Turn An idea Into A Global Movement, said, “The companies (Mercedes-Benz, Starbucks and 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 (MindChamps’ Founder CEO and Executive Chairman) 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: • Ranked among the Highest-Growth Companies in the Asia-Pacific by The Financial Times and Germany-based global research firm Statista • Ranked among the top 50 of Singapore’s fastest growing companies by The Straits Times and Statista in 2019 and 2020 • Only preschool to be named among The Straits Times and Statista’s list of Singapore’s Best Employers 2020 • 2018 and 2019 Influential Brands® Top Employer • 2014 to 2019 Influential Brands® Top Brands Award. MindChamps has won this award six years in a row, as a top-of-mind brand that is well-loved and voted for by Gen Y parents. It is the only preschool to be inducted into the Influential Brands® Hall of Fame. • 2014 to 2020 The only preschool to be awarded the Superbrands® Mark of Distinction for seven consecutive years • 2018 Asia’s Greatest Brands award presented by AsiaOne Magazine and PricewaterhouseCoopers • 2017 Enterprise 50 Award awarded by KPMG and The Business Times, with the support of Enterprise Singapore • 2015 IPOS Award for its Trademark Portfolio, accorded by the World Intellectual Property Organisation (WIPO) and the Intellectual Property Office of Singapore (IPOS) • 2013 Named Franchisor of the Year by the Franchising & Licensing Association (Singapore) 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