simplyBrand Logo

simplyBrand (SBA)

Trust ScoreB

Because Every Purchase Matters

simplyBrand will create a solution to the counterfeiting problem by establishing a platform with a built-in AI model and machine learning technology to identify counterfeits.

  • Category Data Analytics
  • Project Type Token
  • White PaperOpenOpen White Paper
  • PlatformEthereum Ethereum
  • Bitcoin TalkOpenOpen Bitcoin Talk
  • Jurisdiction Cayman Islands
Machine Learning & AI
Start Date
January 10th 2019
End Date
March 23rd 2019
- -Days
- -Hours
- -Mins
- -Secs
Restricted Countries
United States
Tokens for sale


Kaufman Chang photo
Kaufman Chang
As the founder of multiple startups, including ventures in cloud computing software, big data security software and biotech, Kaufman is well known for developing strategies to use big data and analytics solutions to help a variety of brands and businesses. Kaufman leveraged his background in cyber security and brand protection to unite blockchain and AI in his latest vision to strengthen digital commerce against counterfeiting. Previously, Kaufman held a number of key roles at Trend Micro for over 15 years where he used cloud computing to help businesses resolve digital safety issues. Kaufman graduated from the University of Chicago Booth School of Business with an MBA.
Ronnie Ng photo
Ronnie Ng
Over the course of the past 15 years, Ronnie has worked across Asia where he has founded and sold multiple start-up companies, including a media consulting company and an English language learning institute with 45 branches throughout China. In 2013, Ronnie co-founded simplyBrand, a big data intelligence company with the ultimate goal of bringing a blockchain-based solution to brand protection. Ronnie graduated from the University of Chicago Booth School of Business with an MBA.
Frank Shi photo
Frank Shi
Technical Director
Frank has been engaged in data processing for more than 10 years and possesses rich experience in AI technology, cryptography and blockchain architecture. Previously, Frank worked for CIC where he built the distributed data collection system. Frank’s experience in AI, along with his vast knowledge of blockchain architecture, will be used to couple these technologies to create a disruptive new solution that will see people and brands working together to fight counterfeiting. Frank graduated from China Normal University with a BS in Software Engineering.
Aleen Zhang  photo
Aleen Zhang
Product Director
Aleen has a varied background including, product research, interaction design, SaaS application development, as well as experience in transaction data and transaction ledgers within blockchain ecosystems. Currently, Aleen is in charge of data platform and product user R&D, as well as demand mining and blockchain architecture. Aleen’s knowledge of blockchain technology has helped drive this project from a simple thought into a great reality by bringing together AI and blockchain to create the new core simplyBrand platform. Aleen graduated from Hunan University of Commerce with a BA in Advertising.
Ada Yao photo
Ada Yao
Research Director
Ada has almost 20 years of experience in consumer research and business development, focusing on managing research projects, defining business development goals and building SaaS products for clients. Currently, Ada heads the planning and research department for blockchain development. Ada’s industry knowledge and experience in blockchain has driven the development of the simplyBrand blockchain model through her concise and data backed research. Ada graduated from Inner Mongolia University of Finance and Economics with a BS in Finance and Taxation.
Rita Yang  photo
Rita Yang
Business Development Director
Rita possesses a background in sales and business development in blockchain, having served in positions around Asia. She is now working to develop long term client relationships, manage accounts and analyze data for existing clients, including AI output data. Rita’s understanding of the scope of blockchain in the Asia-Pacific region has helped to define clear goals for simplyBrand to ensure that this project results in tangible solutions for brand protection strategies. Rita graduated from Donghwa University with a BS in Information Management.
Hsin-Chi Tsao photo
Hsin-Chi Tsao
Design Director
Hsin-Chi is an award-winning graphic artist and commercial designer that received a Bronze at the Cannes Advertising Festival in 2015 and the IF Concept Award in Package Design in 2013, among others. Her expertise in design and artistry has won her a number of global clients, including New Balance, Ford, HSBC and Ant Financial. Hsin-Chi uses her expertise and vast experience to produce evocative and high-quality imagery to fully define simplyBrand’s visual identity. Hsin-Chi graduated from National Taiwan University with a Master’s in Commercial Design.
Oleksandra Zavertailo  photo
Oleksandra Zavertailo
Community Manager
Oleksandra is a marketing professional having 1 year of prior experience in risk controls cross-border investment. She is a native Ukrainian who has lived in China for more than 5 years. Her stint as Programme Assistant at the ESSCA School of Management sparked her interest in blockchain technology. She holds a Master's degree in International Relations from East China Normal University and a Bachelor's degree in Chinese Language from Kyiv National University of Taras Shevchenko.
Thibault Laville photo
Thibault Laville
Marketing Manager
Thibault is a French citizen, born in New Caledonia. He has more than 2 years of experience in digital marketing with QPSoftware, Pernod Ricard and Keli Media. An MBA graduate from ESSCA School of Management in digital marketing and E-business.

simplyBrand Token Distribution

  • Reserved540,000,000 SBA54.00%
  • Token Sale160,000,000 SBA16.00%
  • Team100,000,000 SBA10.00%
  • Founding Investors100,000,000 SBA10.00%
  • Bounty50,000,000 SBA5.00%
  • Advisors50,000,000 SBA5.00%


  • May 2018

    Kickoff blockchain solution project with marketplace verification MVP

  • Oct 2018

    Crowdsourcing MVP

  • Nov 2018

    PoC1 Impact Calculator

  • Dec 2018

    PoC2 Counterfeit Risk Detector

  • Apr 2019

    SaaS application for Brands and Blacklist on Blockchain Release

  • Jul 2019

    SaaS application for Enforcement Agencies online

  • Nov 2019

    Verification - Crowdsourcing online

  • Feb 2020

    Integrates 3rd Parties application online


Why is your company going to succeed?

We are doing an reverse ICO. We have paying clients for our products and services that we offered to Fortune 500 companies globally.
simplyBrand was established in 2013 and over the years we have a team of experienced staff in Al, machine learning and now blockchain.
We are the world's first blockchain-based e-commerce verification platform.

Where did your team members meet originally?

Co-founders Kaufman Chang and Ronnie Ng are MBA schoolmate at University of Chicago Booth School of Business.
The other team members were recruited when simplyBrand was established.

What are the top five risks you see for your business?

1. Poor market sentiment or loss of confidence in cryptocurrencies...This will result in lesser people using our blockchain platform as crowdsourcing participants are rewarded with SBA tokens.
2. The e-commerce sites has their own system of tracking counterfeits.
3. Difficulties in attracting talented people to join simplyBrand. This will slow down the development of our blockchain platform.
4. When there are lesser counterfeit products in the online market place.
5. Brands decide not to sell their products online