Michelle is a brand consultant; Founder and CEO of Vitamin B, a multi-awarded brand consultancy that has a deep knowledge in building brands from conglomerates to regional start ups in property, healthcare, tourism, and financial services. As a brand consultant, her expertise is in insight-driven strategy, C-Suite brand advisory, brand architecture, stakeholder branded communications, system design, and problem solving. Prior to starting Vitamin B, she was the Country Manager for Addison Design Consultants, the firm responsible for global brands such as Jollibee, China Airlines, Citibank, and Shell. In 2003, she also set up BrandLab for BBDO. She has always believed that if driven by insight and strategy and translated through strategic design, branding can be a multiplier.