In today’s fast-changing business environment, corporate communication goes far beyond press releases or isolated campaigns. It is about shaping consistent stories that strengthen reputation, engage stakeholders, and drive long-term growth.
At Brandidas Squad, we use our Corporate Integrated Communications (CIC) framework to serve as an extended arm of our clients—supporting them in reaching their branding goals through trust, professionalism, and lasting impact.
Who We Are
Brandidas Squad is a boutique communications agency, established in 2011, with a passion and commitment for unwavering professional and innovative communication services.
Founded by Cathy Pham and Vincent Ngo, together with +20 professionals with years of experience in marketing and communication, our team brings together strategic thinking, creativity, and high-quality execution to act as an extension of our clients’ comms teams. With offices in Ho Chi Minh City, Hanoi, Da Nang, and a regional office in Singapore, we serve both multinational and local brands across diverse industries with a strong focus on FMCG, retail, lifestyle, pharmaceuticals, banking, technology and B2B.
Our CIC Framework
To fulfill this mission, we use our Corporate Integrated Communications (CIC) framework.
CIC is not a complicated model, but a strategic way of delivering one unified corporate story across all stakeholders – employees, customers, partners, government, media, investors, and communities, through tailor-made storytelling approaches. Instead of fragmented messages, we align every touchpoint under one strategy, ensuring clarity, coherence, and long-term impact.
For our clients, this framework ensures their voice is not just heard, but truly understood, delivering greater trust, stronger engagement, and sustainable business growth.
Our Core Services in Corporate Communication
We provide a mission-based, integrated service portfolio that ensures every touchpoint of your brand communicates the same powerful story:
Corporate PR Retainer – Strategic year-round support in media relations, executive profiling, corporate reputation management, and CSR storytelling.
Sustainability & CSR Programs – Designing and executing impactful initiatives that showcase corporate responsibility, strengthen community ties, and enhance brand trust.
Executive Event Management– From leadership summits to corporate celebrations, we deliver events that inspire, connect, and achieve business goals.
Corporate Video Production – Creating impactful corporate videos, from milestone highlights to branded content that inspire audience and engage stakeholders.
Internal Branding & Engagement – Crafting Internal Campaigns, Engagement events, and innovative storytelling that strengthen culture, pride, and brand values among employees.
Brand Experience Marketing– Turning product and corporate stories into experiential campaigns that engage consumers, amplify reach and deliver business results.
Why Choose Brandidas Squad?
Reputable Proficiency: Our communication expertise spans across industries with proven results.
Extensive Reach: We’re capable of delivering nationwide projects at large-scale.
Unwavering Dedication: We’re committed to project success by ensuring rigorous quality control and Executive hands-on.
Efficient Financial Planning: We plan and manage projects at optimized budget for maximum value.
In addition to delivering clear and consistent communication, we believe that effective corporate storytelling must evolve with the needs of today’s audiences. Companies are expected not only to share their successes but also to demonstrate responsibility, innovation, and transparency.
By combining strategic insights with creative execution, Brandidas Squad helps organizations build credibility and long-term trust while staying agile in an ever-changing media landscape.
Building Trust Through Corporate Communication
At Brandidas Squad, our philosophy is simple: “We’re brand fighters on your side.” With trust, professionalism, and integrity as our foundation, we’re proud to contribute to organizations’ growth by transforming their corporate stories into meaningful, lasting experiences.
Whether you need ongoing PR support, impactful corporate events, professional video production service or inspiring internal branding programs, we deliver solutions that not only build visibility but also foster engagement and loyalty among stakeholders.
Get in Touch
Head Office: 10.01 Golden King Building, 15 Nguyen Luong Bang St., HCMC, Vietnam
Each Mid-Autumn Festival marks a new chapter where the memories of reunion are kept and passed down through generations. For Mondelez Kinh Do, it represents a journey of “preserving traditional values while keeping the stories alive” through continuous innovations.
This year, the Kinh Do Mooncake Collection features over 70 product varieties, delivering a harmonious blend of breakthrough flavors, creative designs, along with exclusive limited and personalized editions that meet new consumer trends.
Leading trends,engingyoung generations through the new product lines
Kinh Do understands that for today’s Vietnamese consumers, mooncakes are not just about delicious flavors, but also bringing surprises, inspiration, and creating memorable experiences. The 2025 Mooncake Collection featuring products specially designed for young generations who are always eager to explore new things while still preserving and cherishing traditional values.
Standing out in the modern mooncake collection is the Tuyet mooncake with “hot trend” flavors from international cuisine, such as Japanese matcha, yuzu citrus, black sesame, and red bean. Alongside this, the Lava mooncake combines a golden baked skin with a smooth, runny egg yolk filling, offering a fresh gifting choice. All products are designed with vibrant colors and eye-catching designs, ready to become popular “check-in” gifts on social media.
The Tuyet mooncake collection
The new Lan Vang mooncake product is exclusively designed for kids, opening up a world of bright colors, featuring playful shapes and accessories that can be assembled into a toy drum. More than just a mooncake, the product becomes part of childhood play, bringing the joy of discovery and sweet childhood memories to children during the full moon night.
The Lan Vang mooncake for kids
Meeting online shopping trends, Kinh Do introduces exclusive online limited editions, creative products available only on platforms like Shopee, Lazada, and TikTok Shop. These include standout designs such as the Chuyen Tau Anh Trang gift box that takes consumers on a journey through moon season memories, evoking the flavors and emotions of past Mid-Autumn Festivals, or the crossbody bag version mooncake box inspired by “haute couture”, with refined, elegant lines that serves both as a mooncake box and can transform into a stylish fashion accessory.
Kinh Do also continues to preserve familiar traditional flavors while improving formulas, textures, and packaging designs for its traditional mooncake product line to align with modern consumption trends, delivering experiences that are both familiar and refreshing for consumers.
The 2025 Kinh Do Mooncake Collection
Gifting reimagined: Honoring heritage with a modern touch
For Vietnamese people, giving mooncakes is not simply about offering a gift, but about conveying affection, appreciation, and wishes for reunion. The State of Snacking Vietnam 2024 report shows that 92% believe snacking brings joy and connection, while 81% agree “sharing snacks with others is my love language”. Therefore, Kinh Do not only innovates products but also elevates the art of gifting, transforming each present into a bridge connecting hearts.
The Trang Vang line is crafted from premium materials, with designs inspired by traditional Vietnamese cultural elements that feature exquisite, embossed details, delivering an elegant and sophisticated appearance. It can serve as an ideal choice for appreciation gifts or expressing sentiments. The collection also offers diverse styles, catering to various audiences and gifting needs: from warm reunion gift boxes for families, youthful designs for young people who love novelty, to traditional versions rich in national character.
The Trang Vang Nguyet Anh Collection
The Mid-Autumn Festival is not only a time for family reunions but also an opportunity for businesses to connect with customers and partners in a subtle and meaningful way. With personalized corporate gifting solutions (B2B) that customize packaging, logos, and messages, Kinh Do transforms each mooncake box into a distinctive brand signature. Every detail, from materials and colors to design structure, is carefully crafted not only to preserve the complete flavor of the moon season, but also to create warm connection moments, from the opening of the box to sharing.
Mr. Sameer Yadav, Marketing Director of Mondelez Kinh Do Vietnam, shared: “For Kinh Do, Mid-Autumn is more than a festive season, it is a journey to preserve and keep alive the cherished stories passed down through generations. We place consumers at the heart of everything we do, listening closely, understanding deeply, and transforming their expectations into breakthrough innovations. This year’s Mid-Autumn Collection is a harmonious blend of timeless traditional tastes with modern culinary trends, enhanced by sophisticated packaging and an elevated gifting experience. Our mission is to continue creating moments of genuine connection, ensuring Mid-Autumn remains a treasured memory for generations to come.”
Beyond creativity, quality remains the foundation. All Kinh Do mooncakes are produced under Mondelez International’s global standards, with strict quality control processes for ingredients and food safety, providing peace of mind for consumers.
This year, Mondelez Kinh Do has also significantly expanded its distribution network, bringing the 2025 Mooncake Collection closer to Vietnamese families nationwide. Products are available across all traditional and modern sales channels, from supermarkets and convenience stores to e-commerce platforms like Shopee, Lazada, TikTok Shop, and supermarkets’ online channels. Accompanying this approach are promotional activities, eye-catching displays, livestreams, and attractive offers, offering consumers easy choices and a joyful Mid-Autumn Festival season.
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About Mondelēz International
Mondelēz International (NASDAQ: MDLZ) is a leading global snacking company operating in more than 150 countries. With net revenues of approximately $36.4 billion USD in 2024, MDLZ is leading the future of snacking with beloved local and global brands such as Oreo, Ritz, LU, Clif Bar and Tate’s Bake Shop cookies, along with Cadbury Dairy Milk, Milka and Toblerone chocolates. Mondelēz International is proud to be a member of the Standard & Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Indices. For more information, please visit www.mondelezinternational.com or follow us on X: www.x.com/MDLZ.
About Mondelez Kinh Do Vietnam
Mondelez Kinh Do Vietnam is a member of Mondelēz International. We are a global confectionery corporation with a strategy to lead the future of snacking through local and global brands such as Cosy cookies, Kinh Do mooncakes and fresh cakes, Solite cakes, Slide potato chips, AFC crackers, OREO cookies, RITZ crackers, LU cookies, Toblerone chocolate, Cadbury milk chocolate, and many others. With delicious and nutritious products, consumers can enjoy the right snack, at the right moment, with high quality.
In Vietnam, we currently operate in three locations: headquarters in Ho Chi Minh City, two factories in Ho Chi Minh City and Hung Yen, Vietnam, with a total of more than 3,000 employees nationwide.
Mondelez Kinh Do continues to be honored with the title “Top 100 Best Places to Work in Vietnam” by Anphabe for many consecutive years, the “Best Companies to Work for in Asia” award voted by HR Asia, and “Top Employer” global certification awarded by Top Employers Institute. Mondelez Kinh Do has consistently appeared in the Top 50 Vietnam Sustainable Development Enterprises (CSA) for 2 consecutive years, Top 30 Outstanding FDI Enterprises at the Golden Dragon Awards for 3 years, appeared in the Top 100 Vietnam Sustainable Development Enterprises (CSI) for 3 years, along with multiple recognitions at AmCham CSR Awards and ESG Impact Showcase, and inclusion in the Green Book…
These awards are a testament to continuous efforts in implementing breakthrough product innovations, building a great workplace for employees, and creating positive impacts on the environment and society.
Following the US tariff announcement on July 31, 2025, Vietnam is actively pursuing a favorable trade deal with the US by implementing reforms and enhancing its trade network, while also advocating for recognition as a market economy to alleviate high anti-dumping duties.
Through Official Telegram 133/CD-TTg (“OT 133”), dated August 12, 2025, Vietnam’s Prime Minister Pham Minh Chinh has instructed a number of ministries and state agencies on key priorities to achieve economic growth targets in 2025, especially in response to the new tariff rates imposed by the US.
Besides maintaining communication with the US counterpart, Vietnam’s government also aims to enhance its responsiveness through building self-resilience with a more diverse trade network.
Tariff talks: Vietnam maintains negotiation efforts with the US
As per the Vietnamese Prime Minister’s latest instructions, the Ministry of Industry and Trade (MoIT) will oversee the continuation of trade dialogue with the US. The main goal of this effort is to secure the most favorable deal for Vietnam through a comprehensive trade agreement that ensures more balanced, sustainable Vietnam-US trade and economic relations.
MoIT will coordinate with relevant agencies to quickly implement the agreements signed by both sides and provide guidance to the public and businesses directly impacted by the US reciprocal tariff rates on Vietnam’s exports and related issues.
Vietnam pushes self-resilience in the face of US tariff pressure
To mitigate the potential adverse effects of rapidly changing tariff policies of the US, Vietnam is stepping up efforts to restructure its manufacturing sector while advancing sustainable development in agriculture, forestry, and fisheries. These measures aim to diversify markets, strengthen supply chains, and maintain export growth momentum through 2025.
Manufacturing: Market restructuring and supply chain diversification
The MoIT will continue to restructure key industries, prioritizing advanced technology, human resource development, and emerging sectors such as semiconductors. Industrial value-added is targeted to grow by 9.6-9.8 percent in 2025, with manufacturing expected to expand 11.2-11.5 percent.
New policy initiatives will encourage smart manufacturing and factory models, along with incentives for businesses to invest in and master core technologies. Intellectual property protection will also be strengthened.
Energy development remains a top priority for Vietnam. As per the directives, delayed power projects would be resolved by August 2025, while major LNG and wind power projects will be pushed forward. Authorities will revise regulations on direct power purchase agreements and renewable energy, with a commitment to ensuring no shortages of electricity or fuel.
Trade promotion campaigns will expand to flagship industries under the National Brand program, targeting Free Trade Agreement (FTA) and Comprehensive Economic Partnership Agreement (CEPA) partners as well as niche markets such as Halal economies, Saudi Arabia, Egypt, UAE, Brazil, and North Africa. Vietnam aims for 12 percent export growth in 2025, with a US$30 billion trade surplus.
The Ministry of Finance (MoF) will tighten customs supervision to combat smuggling and transshipment, while promoting data sharing through ASEAN and potentially the Eurasian Economic Union. The Ministry of Foreign Affairs is tasked with advancing market access commitments and raising the visibility of Vietnamese national brand products overseas.
Vietnam’s agriculture strategy focuses on science, digitalization, product branding, and production chain development to build an eco-friendly, modern, and innovative sector. Agro-forestry-fishery exports are targeted to reach US$65 billion in 2025, supported by deeper market access in China, the Middle East, South America, Africa, and ASEAN.
Supply chain integration will be enhanced through better crop and harvest data, stronger links between farming areas and exporters, and expanded processing capacity to increase value-added. Disease prevention measures, including against African swine fever, are being prioritized. Vietnam also aims to lift the EU’s “yellow card” on Illegal, Unreported, and Unregulated (IUU) fishing through full compliance with European inspection requirements.
Green consumption will be promoted through eco-labeling and specialized trade fairs. At the same time, close monitoring of global rice markets will help exporters adapt to policy changes in key import markets.
The State Bank of Vietnam (SBV) will provide financing support for high-quality, low-emission rice production in the Mekong Delta, alongside credit packages for the broader agro-forestry-fishery sector.
What to watch with the latest discussion?
On July 21 in Hanoi, National Assembly (NA) Vice Chairman Tran Quang Phuong met with US Ambassador Marc E. Knapper following the recent preliminary trade deal between the two countries. The agreement will see the US reduce reciprocal tariffs on many Vietnamese exports, while both sides continue addressing structural challenges in bilateral trade.
Ambassador Knapper reaffirmed Washington’s commitment to fully implementing the two countries’ Comprehensive Strategic Partnership. He noted that American businesses are encouraged by Vietnam’s recent legislative reforms, particularly those aimed at the digital economy and high-tech infrastructure.
Meanwhile, Vietnam’s NA Vice Chairman stressed that law reform and digital transformation remain top priorities to support businesses and improve transparency. He called on the US to strengthen technology transfer, promote high-tech investment, and help Vietnam become a regional semiconductor hub.
A long-standing issue raised during the negotiations was Vietnam’s push for recognition as a market economy, which would end the high anti-dumping duties currently applied under its non-market economy status. Vietnam has filed a formal request with the US Department of Commerce, citing recent reforms. Removal from the D1 (national security) and D3 (chemical/biological controls) strategic export control lists was also requested, which would encourage technology transfer to deepen bilateral cooperation.
Vietnamese leaders have consistently pressed this issue in high-level meetings. They argue that recognition would not only support Vietnamese exporters but also benefit US consumers by diversifying supply chains and lowering costs.
Conclusion
Vietnam is actively working to address the challenges caused by the recent US tariff announcements by engaging in ongoing trade negotiations to secure favorable terms and strengthen its trade network. Continued dialogue also indicates the potential for further updates on new agreements and collaborations. In any case, the upcoming developments from these trade talks are worth watching.
For Pham Thi Uyen Chau (Cathy Pham), Managing Director of Brandidas Squad Vietnam, branding is not just about campaigns or visuals-it is about trust and integrity. Over the past decade, she has positioned her agency as the “right hand” of clients, walking alongside them in the journey of building resilient, authentic brands.
Speaking with Doanh Nghiệp Việt Nam, she reflects on her journey, her philosophy of “living and working with integrity,” and how her team navigated the Covid-19 crisis without losing its people or its principles.
The Foundation of Integrity
Born into a family of teachers in central Vietnam, Cathy learned discipline and ethics early. “My parents were strict about how we thought and behaved. They taught us to live with dignity and finish what we started,” she recalls.
That sense of responsibility carried through her early career. Starting work in her third year of university, she credits mentors for shaping her professional outlook: “They showed me what it meant to work with professionalism, empathy, and fairness—even to a young graduate like me.”
When she founded Brandidas in 2011, this ethos became her compass. “My guiding principle for every decision—business or personal—has been to live and work with integrity.”
Pham Thi Uyen Chau (Cathy Pham), Managing Director of Brandidas Vietnam
Building a Culture of Trust
Brandidas operates in the fast-moving world of communications, where deadlines are short, expectations are high, and mistakes are visible. Yet for Cathy, two values override all others: Trust and Integrity.
“In my team, no one—myself included—is allowed to make promises we can’t keep. If we’re not certain, we’d rather walk away from a contract than risk breaking trust,” she says.
That culture has resonated with her team. She describes the joy of seeing employees celebrate a client’s simple “thank you,” and their determination to fix even the smallest complaint. “That’s when I know integrity has truly taken root here.”
The Brandidas team in a YEP event
Fighting for the Brand
The agency’s slogan, “Brand fighters on your side,” reflects this philosophy. “We don’t see a boundary between agency and client,” Cathy explains. “We position ourselves as part of their team, facing challenges together. By putting ourselves in the client’s shoes, we can better protect their interests and avoid negative surprises.”
This mindset, she adds, is often what wins over clients. “Most don’t decide based on price or presentations alone—they decide when they feel trust.”
A Lesson from Failure
Cathy recalls one defining moment years ago: a three-day corporate event where the opening night fell short due to miscommunication. “The client didn’t say much, but their sighs and disappointed look cut deep. It shook the team.”
Instead of dwelling on the setback, she pushed her staff to regroup and refocus for the following days. “We stayed up all night preparing. The next day everything ran flawlessly, and by the final evening, something extraordinary happened.”
Instead of the usual thanks reserved for the client’s internal organizers, the MC called Cathy and her team on stage to receive flowers and applause from 200 guests. “It was a moment I’ll never forget. If we had let emotions take over, that recognition would never have happened.”
Brandidas team in a brand communication event
Weathering the Covid-19 Storm
The pandemic hit the events and communications sector hard, with clients canceling projects overnight. Many agencies resorted to layoffs, but Cathy chose a different path.
“I decided to preserve our team. We negotiated with suppliers to cut costs, trimmed non-essential expenses, and shifted to online services,” she says. “It wasn’t the year we had hoped for, but we survived with minimal losses—and most importantly, without losing people.”
This resilience positioned the company to rebound quickly as the market recovered.
Cathy and Brandidas team in a special brand event
Advice for the Next Generation
Asked what she would say to young people entering the industry, Cathy is direct: “Whatever field you’re in, work with integrity. Knowledge and skills are critical, but attitude comes first. Skills can be taught—character cannot.”
She also cautions aspiring entrepreneurs that expertise alone is not enough. “Running a company requires financial management, strategy, and leadership. Passion and technical skills will take you far in your career, but sustaining a business takes much more.”
Brandidas itself has long embraced giving back. Over the past decade, the agency has supported social programs and charities, and in 2021 launched a CSR initiative to help students pursue careers in communications.
The Takeaway
Over years, Brandidas remains guided by the same values it was founded on. For Cathy Pham, trust and integrity are not just ideals—they are the foundation of enduring partnerships and lasting brands.
“As long as we live and work with integrity,” she says, “success will follow.”
Mùa Trung thu năm 2021, Kinh Đô tiếp tục đánh dấu bước đột phá khi tung ra hàng loạt dòng sản phẩm bánh Trung thu mini mới với thiết kế trẻ trung, bắt mắt cùng những phiên bản bánh nâng cấp, đa dạng hương vị.
Kinh Đô liên tục ra mắt các dòng sản phẩm mới
Lần đầu tiên, Kinh Đô cho ra mắt bộ sưu tập Bánh Trung thu mini với màu sắc bao bì trẻ trung hiện đại: hồng ngọt ngào và xanh rực rỡ, hướng đến những người tiêu dùng trẻ tuổi có nhu cầu thưởng thức các loại bánh Trung thu với kích cỡ bánh nhỏ hơn. Ngoài ra, Mondelez Kinh Đô cũng giới thiệu phiên bản nâng cấp mới của dòng bánh Trung thu Lava tan chảy nổi tiếng với 3 hương vị đặc sắc: Socola tan chảy, Phô mai trứng chảy và Đậu xanh chà bông trứng chảy.
Bên cạnh đó, Kinh Đô còn tung ra thị trường gần 80 loại sản phẩm với nhiều hương vị mới đặc sắc phục vụ nhu cầu thưởng thức và biếu tặng đa dạng của người tiêu dùng, từ dòng bánh thượng hạng “Trăng Vàng Black & Gold”, dòng “Trăng Vàng” cao cấp, dòng “Thu” truyền thống, đến dòng bánh Trung thu Oreo hiện đại.
Để đảm bảo các sản phẩm bánh Trung thu đến tay người tiêu dùng một cách dễ dàng, an toàn, và tiện lợi, năm nay, Mondelez Kinh Đô tiếp tục đẩy mạnh kênh phân phối rộng khắp của mình. Hiện tại, tất cả bánh Trung thu Kinh Đô đều đã có mặt tại các kênh thương mại điện tử như Lazada, Tiki, Shopee, cũng như các ứng dụng giao hàng Grab, Gojek, và Baemin…
Kinh Đô tung ra thị trường gần 80 loại sản phẩm với nhiều hương vị mới đặc sắc, phục vụ nhu cầu thưởng thức và biếu tặng đa dạng của người tiêu dùng
Đặc biệt, để giúp nâng cao trải nghiệm mua sắm của người tiêu dùng, nhãn hàng Kinh Đô đã tung ra 25.000 phiếu mua sắm trực tuyến có giá trị ưu đãi hấp dẫn thông qua các hoạt động kích hoạt thương hiệu.
Ông Simon Crowther, Giám đốc Tiếp thị của Mondelez Kinh Đô Việt Nam cho biết: “Chúng tôi tin rằng sứ mệnh của mình là giúp gìn giữ những giá trị tốt đẹp của Tết Trung thu của người Việt Nam, bằng cách khuyến khích người tiêu dùng lưu truyền những ký ức tốt đẹp của gia đình mình để cho những câu chuyện đêm trăng luôn sáng mãi cho các thế hệ mai sau.
Thông qua chiến dịch truyền thông sáng tạo độc đáo với sự hỗ trợ của công nghệ AI, Kinh Đô sẽ cùng người tiêu dùng làm sống lại những bức ảnh Trung thu xưa với các gương mặt có thể chuyển động một cách sống động. Người tiêu dùng có thể truy cập website www.tettrungthu.vn để khám phá những câu chuyện độc đáo của gia đình mình, đồng thời có cơ hội trúng các giải thưởng đặc biệt, gồm 5 bánh Trung thu bằng vàng 9999 và hàng nghìn phiếu ưu đãi mua hàng trực tuyến”.
Tất cả sản phẩm bánh Trung thu Kinh Đô được sản xuất theo tiêu chuẩn an toàn nghiêm ngặt của hệ thống các nhà máy Mondelēz International trên toàn cầu, với các nguyên liệu hảo hạng được chọn lựa kỹ lưỡng, tiêu chuẩn vệ sinh nghiêm ngặt và được chế biến với công nghệ sản xuất tiên tiến để giữ được hương vị thơm ngon.
Bao bì bánh Trung thu Kinh Đô đã được nâng lên một tầm cao mới với thiết kế bắt mắt, sang trọng, hiện đại và chất liệu đa dạng
Với cam kết tác động tích cực đến môi trường, Mondelez Kinh Đô tiếp tục sử dụng chất liệu đóng gói thân thiện với môi trường. Theo đó, 95% túi giấy đựng hộp bánh Trung thu Kinh Đô được làm từ giấy kraft và 100% khay bánh Trung thu được làm từ nhựa PET dễ dàng tái chế.
