“IF SOMEONE ISN’T CHANGED, THEN WHAT IS THE POINT OF YOUR STORY?”
Modern marketing calls for a different kind of USP. Instead of a Unique Selling Proposition, I help brands discover and define their Unique Story and Purpose, which sets a clear direction for creative, effective ideas that move the business, and people.
My own USP: I’m a creative and obsessive T-shaped thinker with more than a decade of advertising experience in Singapore and San Francisco. I've developed brand, creative and experience strategy, for global, regional and national brands across the US and APAC.
I live up to my name Cai (彩), which means colour in Chinese, by infusing more of it into the world with my rainbow fits, floral illustrations, spontaneous singing, and homemade knits.