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About &Mi

Helping businesses from Greater China expand successfully into global markets through brand-led strategy.

Strategic Vision Meets Practical Implementation

At &Mi, we transform how businesses grow by putting brand at the centre of every strategic decision. Our foundation rests on a powerful insight: your brand isn't just your logo--it's your most valuable strategic asset and the cornerstone of sustainable business growth.

"Your brand is the single most important investment you can make in your business - Steve Forbes."

  • Strategy without implementation is just theory
  • Implementation without strategy is just busy work
  • Brand-led strategy connects vision with execution

Our Strategic Foundation

While most consultancies relegate brand to a marketing function, we recognise it as the central foundation of all business strategy. This fundamental difference in perspective is what makes our approach transformative.

By positioning brand at the core of strategic decision-making, we create alignment across all business functions. This integrated approach ensures that every touchpoint reinforces your unique market position and value proposition.

Cross-Cultural Brand Expertise

We bring particular expertise in helping Greater China companies successfully expand into international markets. Our deep understanding of both Eastern and Western business contexts allows us to create strategies that resonate with global audiences whilst preserving your company's unique cultural strengths and identity.

Our cross-cultural brand approach rests on three pillars:

  • Cultural Intelligence: We bridge Eastern innovation with Western market expectations, creating brand positions that resonate across cultures.
  • Strategic Adaptation: We identify which elements of your brand should be preserved, adapted, or transformed for maximum impact in new markets.
  • Authentic Differentiation: We help you stand out by authentically showcasing your unique heritage and strengths rather than simply imitating Western competitors.

Whether you're from mainland China, Hong Kong, or Taiwan, we provide tailored guidance to navigate cross-border expansion challenges and establish your brand successfully in US and European markets.

The &Mi Difference

What separates &Mi from other consultancies is our relentless focus on bridging the gap between strategic thinking and practical implementation. Our recommendations aren't theoretical frameworks--they're actionable plans designed for real-world execution in Greater China's fast-evolving markets.

Our clients choose us because we combine the strategic rigour of top-tier consultancies with a practical, brand-centred approach that drives genuine business growth. Throughout our engagements, we transfer knowledge to your team, ensuring you build internal capacity for ongoing strategic thinking within China's unique business ecosystem.