Build Your Brand and Protect It

Informatics Academy Pte Ltd | 100 Victoria Street, #13-01/02 National Library Building, 188064 Singapore

As a startup founder, you might think you don’t need to consider branding. If you are an early-stage entrepreneur, chances are you don’t have the budget and the time to build that awesome brand.

Branding is an essential component in launching a startup, but it’s an area that’s easily overlooked.

Come join us and dive into with our experts about things to consider when developing a brand strategy for your Startups and understand what are the IP strategies that are required in protecting your brand.

Program Flow

  • 6:00pm to 6:20pm – Registration
  • 6:20pm to 6:30pm – Introduction
  • 6:30pm to 7:15 pm – “Branding 101” – Desmond Loh

    What is branding? Why is it so important? What makes a good brand great?
    Brandtative, a Singapore-based leading brand consultancy, will help you understand the fundamentals of branding and how strong brand differentiation can help your company compete more effectively. This talk is designed for business owners or someone who is entrusted with the responsibility of a brand within an organization.

  • 7:15pm to 8.00 pm – Build your Brand and Protect it - Panel Discussion
  • 8.00pm to 9:00pm – Networking cum Dinner


Desmond Loh - Principal Consultant | Brandtative

A graduate of London South Bank University, Desmond has spent his career managing small design agencies to global brand consultancies. Before starting his own agency, Brandtative, Desmond was Associate Director at FutureBrand Singapore. He has over 14 years of marketing and branding experience spanning a wide range of industries.

Desmond has lectured and spoken widely on the topics of branding and design, including at IE Singapore, DMI Conferences and TAITRA (Taiwan External Trade Development Council) Trade Program. Based on his ambition to help companies to establish strong iconic brands, Desmond has collaborated with the world’s leading designers such as Philippe Starck and Karim Rashid.

Saurabh - Head of Marketing | Uber Singapore

Saurabh graduated in Mechanical Engineering from NUS, but has always been an entrepreneur at heart. Shortly after graduating, he co-founded his first company, Billpin, and went on to co-found He currently heads Marketing for Uber Singapore. Saurabh has a passion for reading, racket sports and long distance running.

Mitchel Chua - Senior Associate | Gateway Law Corporation

Mitchel graduated with a Bachelor of Laws (Honours) from Murdoch University, School of Law and was awarded the Vice-Chancellor’s Commendation for Academic Excellence for the year 2012. While in university, he received a high distinction for his honours thesis; entitled “The Aristocrats of Intellectual Property, How Modern Enclosure has fuelled the Internet Piracy Revolution”.

Mitchel’s passion for IP related matters continued to grow after having graduated from University and he currently handles a broad spectrum of legal matters, and now has a specific focus on all matters related to IP, and which includes IP prosecution (including trade marks, designs and patents), IP litigation and dispute resolution, IP related contract matters such as franchising, licensing and technology transfer agreements (amongst others).

Mitchel also has a keen involvement in techno-legal related matters and has advised and assisted a diverse clientele in this regard (ranging from tech startups to public listed technology companies). Mitchel has assisted these said companies by advising them on appropriate Patent Portfolio Management and Commercialisation Strategies,Patent drafting and prosecution (both locally and thro PCT filings).