Matthew Chong 钟智树

Matthew Chong 钟智树, a self-taught entrepreneur, is currently the Founder and Chief Brand Strategist of BRANDKER Group – The Global Incubator for SMEs. BRANDKER Group comprises of three divisions, BRANDKER SCHOOL – The School of Branding & Business, an education platform for SMEs, executives and business owners, BRANDKER Tech – The Digital Innovator and Solution Provider and BRANDKER – The Brand Innovator, a Branding and Strategy Consultancy.

In 2014, Matthew was the Top 30 Finalist of the Ten Outstanding Young Malaysian Awards of the Year. In 2015, he was the Top Nominee for the Ernst and Young Emerging Entrepreneur of the Year. Matthew was also the Founder of the local coffee chain store, Cosans Coffee.

Matthew grew up in a challenging, adverse environment, he had to face life with a glimmer of hope. After the passing of his parents at the age of 12, he began working as a kitchen helper, construction worker, flyer distributor, mechanic apprentice, electrician, salesperson and other odd jobs.

Matthew started his first Optical business with his partner at the age of 19. Driven by his musical talent, Matthew opened his music café, Little Tree Cafe at the age of 25. Passionate about the arts and children, he established his first creative business Little Tree Design Studio and Little Tree Society, to provide education opportunities for underprivileged children.

Little Tree Design Studio was later changed into Big Ideas in 2008, before becoming BRANDKER in 2013. Matthew worked with clients from Japan, Taiwan, Singapore and Malaysia, his previous consultancy projects include Impiana Hotel, Sony Malaysia, UCSI Blue Ocean Strategy, UCSI University, Iskandar Property, Pony Kids Apparel etc.

At 25, Matthew went back to school to learn English, marketing, leadership and branding skills. At the same time, he was involved in the Blue Ocean Strategy project with UCSI. Matthew wrote a children’s book called “The Star of Ribba” to inspire underprivileged children.

Matthew came a long way, from nothing to a promising entrepreneur who has founded more than 10 different companies. With more than 5 years of academic learning and more than 10 years of industry experience through his entrepreneurship journey and branding consultancy, he developed the exclusive branding & strategy syllabus called The Arts of Brand MonetisationTM and Duality Brand Strategy theory.

Matthew’s vision is built upon his heart for education, the arts and children. His ultimate goal is to realize MONOTOT City, the City of Arts built on top of a mountain. MONOTOT City is an International Arts Hub that embodies Matthew’s mission to empower ASEAN SMEs to grow globally successful brands; to elevate Malaysia’s arts industry in the global arena and to transform the lives of underprivileged children through education and enhancement of their living standards. Matthew seeks to inspire others with his personal motto of “Be The Light”, especially to nurture the children to become the Light for the next generation.


The Art Brand Monetisation™

What is branding? Most people might think of a company logo or packaging. However these are brand identity components, which is only one of the many aspects in Branding.

The Art Brand Monetisation™ provides business owners and aspiring entrepreneurs a holistic perspective and practical application of Branding & Strategy. The incorporation of branding fundamentals during the earliest stage of business model development and the implementation of brand strategies for different growth stages, with the ultimate goal of achieving a sustainable and scalable business in the global arena.

6 Topics covered include:

  • Brand Mind
  • Brand Model
  • Brand Value
  • Brand Strategy
  • Brand Identity
  • Brand Monetisation
Martin Roll

Asian Brand Strategy

Fraser Doherty

The Adventures of Jam Boy

Joseph Baladi

Branding in Asia