Developing GELEX Brand & the "360° Green" Strategy
- Jang Kều
- Jan 3
- 3 min read
In 2011, G'Brand (now JK. Advisory) took on a formidable project for the Vietnam Electrical Equipment Corporation. At the time, the brand was known as VEEC (an acronym for its English name "Vietnam Electricity Equipment Corporation"). Before this project, we weren't familiar with the Corporation itself, but rather its subsidiaries like Thibidi, Cadivi, Vinakip... and its "grandchild" entities such as Melia, Binh Minh Hotel... Upon first hearing the name, I personally thought it was a subsidiary of Vietnam Electricity (EVN).
The branding challenge was clear: how to build a corporate brand as powerful as its true nature - the largest enterprise in Vietnam's electrical equipment industry and a major partner of EVN. Furthermore, interviews with top leadership revealed a hesitation among subsidiaries to align their branding with the parent company. Their brands were older and more famous, whereas the Corporation had been formed later through the merger of state-owned enterprises.
The Diagnostic Phase
Our research and internal interviews revealed a deep loyalty among employees toward their specific units, but the Corporation (VEEC) felt too generic - a mere "assembled entity" with no distinct identity to be proud of. Most of staffs didn't know the name VEEC, or if they did, they didn't know how to pronounce it. Some pronouced "Vic," others "Vec," and "Vec" was easily confused with the Vietnam Expressway Corporation (VEC). Moreover, the complex web of subsidiaries and affiliates meant many units didn't even recognize their brand hierarchy within the system.
Strategy and Positioning
We began by defining the brand positioning and architecture. The core keyword identified was "Reputation." Despite the lack of public fame, partners and employees viewed the enterprise as one that kept its word. This integrity was the source of its "Power." I wrote the positioning statement and slogan: "Power from Reputation." The word "Power" doubled as a reference to electricity.
For the Brand Architecture, we implemented a "Hybrid Model" - blending a "Branded House" and "House of Brands" for the initial phase (2011-2020), with a roadmap toward full brand unification by 2021-2030. I integrated sectors for both current and future growth: Manufacturing, Hospitality, Investment, Energy, and Real Estate.
The Birth of GELEX
Regarding the name, I proposed a complete change. It needed to be powerful, easy to read, easy to write, evocative, and short (maximum two syllables). Out of many options, I presented only one: GELEX. GELEX is a wordplay on the abbreviation of "General Electricity Equipment Corporation." Fortunately, the leadership was unanimous in their support. This was a bold move; JK. Advisory had previously navigated difficult rebrands, such as changing "VNPT Insurance" to "PTI" and cementing "FTU" as the primary brand for Foreign Trade University.
Visual Identity: Commitment and Victory
For the visual assets, we chose a minimalist yet striking path. The logo, which remains in use today, features the name 'GELEX' stylized as a continuous, powerful electrical circuit in red, without a separate logo symbol.
To create a visual focal point, our Creative Director added a grey triangular mark. He explained it as a "checkmark" (✅) signifying "Done," as well as a "V" for "Vietnam" and "Victory." It also resembles a clock needle, representing precision and commitment. We drew inspiration from the global success of ABB; the red and grey palette conveys strength and technology alongside sophistication.
The "360° Green" CSR Strategy
In 2011, JK. Advisory was already focusing heavily on Corporate Social Responsibility (CSR). We developed a brand communication strategy titled "360° Green." Our TV production arm, G'Studio, created a show by the same name on the ANTV channel. Simultaneously, my event agency, Jeeper Clippers (JC), was organizing the "Vietnam Gold Star Awards." I proposed launching the new brand during this event, and GELEX became the exclusive sponsor for that year. "360° Green" went on to win awards for two consecutive years due to its creativity and social impact.
Looking Forward
Today, GELEX has expanded and grown tremendously. While the "Brand Unification" strategy hasn't been fully realized in every corner, the company is largely moving in the direction we advised. However, if consult today, JK. Advisory will provide a much sharper direction on Sustainable Growth using our new unique 3-in-1 consulting model.
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