Rēsu is a strategic advisory firm that helps leadership teams clarify identity, shape perception, and align for long-term scale.

Our Purpose

To elevate the ambition, institutional credibility, and global readiness of Vietnam’s rising enterprises — and to help the region understand the leaders shaping its next chapter.

How We Work

Rēsu is not a marketing agency. We do not sell campaigns or tactical execution. We work directly with leadership teams when:

  • capital is being raised

  • markets are being expanded

  • governance is evolving

  • leadership is transitioning

  • reputation must be strengthened

  • strategic clarity is required

Our advisory model is confidential, selective, and built for long-term impact.

Our Philosophy

We believe:

Narrative drives strategy.

Identity determines what a company can become — and how the market interprets its ambition.

Capital rewards coherence.

Investors, partners, and regulators back companies with clear, consistent, believable stories.

Leadership alignment determines scale.

Boards and CEOs must speak and decide from the same foundation to grow beyond inflection points.

Our Ecosystem

Rēsu is part of a broader institutional platform that includes:

  • Vietnam Vanguard — leadership intelligence & strategic networks

  • Vietnam Vanguard Executive Academy (powered by WashU Olin)

  • Rēsu Capital — capital access and partnership strategy

  • The Rēsu Company (TRC) — multi-venture platform in Vietnam and Southeast Asia

These platforms strengthen our insight, networks, and execution capability.

Cuong Dang

Founder, Chairman

Cuong Dang is an entrepreneur, senior executive, investor, author, and publisher with a proven track record in scaling businesses, driving digital transformation, and providing strategic leadership. Before successfully exiting his software venture, he gained extensive experience in training, publishing, and public speaking across the US and Europe.

In 2017, Cuong introduced Enterprise Rent-A-Car, along with its National and Alamo brands, to Southeast Asia, starting with Vietnam. As the world’s largest car rental company, Enterprise generates over $35 billion in annual revenue and is headquartered in St. Louis, MO, USA.

He serves on the boards of companies in the logistics and mobility sectors, where he drives digital transformation, mergers and acquisitions (M&A), and strategic partnerships. Additionally, he advises Toyota Financial Services (Vietnam) on legal, operational, and business models related to mobility initiatives.

In 2020, after successfully negotiating the country license for Forbes Media, Cuong built and nurtured large, trusted communities for business executives, women (ForbesWomen), and emerging leaders (Forbes Under 30) in Vietnam.

Beyond these ventures, he mentors and advises startups, SMEs, and multinational corporations on digital transformation, mobility, market entry into Vietnam, leadership, restructuring, and growth strategies.