In 2013, in the context of the global economic downturn, the Vietnamese economy faced innumerable difficulties, which caused great impacts to businesses. Most of them shared a common problem, i.e. how to attract more customers, increase their revenues and confirm their products’ trademarks.

With 40 years of experience in the field of communications and nearly 20 years working in Vietnam, Richard Moore has helped many Vietnamese businesses to be confident in building their trademarks and popularizing them, as well as shared with them in handling difficulties properly.

Richard Moore came to Vietnam in 1994 and started working as a brand consultant for local businesses. In that year, most Vietnamese businesses had not yet attached importance to building trademarks of their products, as well as taking advantage of the media to brand marketing.

The first event that marked Richard Moore’s first engagement in Vietnam was when he presented a lecture at a workshop on branding design held by the Vietnam Chamber of Commerce and Industry (VCCI). His lecture greatly impressed the audience, and that encouraged him a lot in seeking the unique trademarks for Vietnamese businesses. Over the past years, Richard Moore has joined in many workshops and training courses for businessmen and designers in different localities across Vietnam.
 

 

So far, he has witnessed both successes that local businesses have recorded and challenges that they have faced with, and he is always eager to join them in handling them. He initiated communication campaigns to popularize the products’ trademarks so as to bring the products to more customers.
Under the mission, “Products for customers are also images of the brand builder”, Richard Moore has tried his utmost to conquer Vietnamese consumers by making them love the brands he spent time and efforts to create.

In 2005, Richard Moore established the Richard Moore Associates in Vietnam where he worked as Managing Creative Director. It is an entirely foreign-invested company in Vietnam specializing in providing services for the complete brand making process including brand identity recognition, brand communications, and brand connectivity.

To produce impressive brands, Richard Moore has spent time researching and learning the Vietnamese culture and the habit of local consumers. From that he helped businesses in making brands of unique identities suited to the Vietnamese people’s culture. With his rich experience and capacity, he has helped local businesses successfully confirm their brands, some of which are Vietinbank, Citibank Vietnam, IBM Vietnam, Language Link Vietnam, Flamingo Dai Lai, Vinasoy, Thach Bich Mineral Water, and Viet Ha Beer.
While working with his partners, Richard Moore helped them build up brands in the most efficient and appropriate way. Take Language Link for example: in 1996, he helped this 100-percent-foreign invested English centre to build up its brand and penetrate the Vietnamese educational market. Currently, Language Link is famous in the country as a training centre for qualified basic English interaction.

Meanwhile, Flamingo Dai Lai is successful among tourist resorts in northern Vietnam. Its brand made in the form of the slogan, “Dreamy Space” attracts many visitors as it is linked with images of a qualified and impressive ecological sanitarium resort.

The story about Richard Moore’s visit to, and stay in Vietnam is said by himself as his “predestined fate” to the country.

“When I was in New York, by chance I read some letters ‘Made in Vietnam’ printed on a product package, so an idea came to my mind: I decided to take a 30-day trip to Vietnam,” he recalled.

Arriving in Vietnam, Richard Moore said, he realized the country was a fertile land for brand making and marketing, especially when the local businesses were not yet much aware of the business.

“Back home in the United States, I made a phone call to Madame Pham Chi Lan, who was then General Secretary of the Vietnam Chamber of Commerce and Industry, telling her that I want to contribute to the brand development in Vietnam and my requirement was accepted,” he confided.
Over the past 20 years, with his tireless devotion, Richard Moore has helped many Vietnamese businesses develop their skills in brand marketing and developing. What he has done was of great significance to them because their “made-in-Vietnam” products have won the customers’ confidence through their persuasive brands.

An honest, trustful and frank person – that’s how Richard Moore is evaluated by his associates. In his own opinion, building brands requires creativity and honesty, and with such personal values, he has been highly appreciated and respected by the Vietnamese business community.