Rēsu is a Vietnam-anchored strategic advisory firm. We work with leadership teams at the moments that determine identity, market position, and access to capital — when global companies enter Vietnam, and when Vietnamese companies expand into the region and the world.
Our work spans narrative, government engagement, media and editorial, research, capital advisory, and executive credentialing (in partnership with Washington University in St. Louis – Olin Business School).
We are not a marketing agency. We do not run campaigns or perform tactical execution as a core service. We work directly with founders, CEOs, and boards on consequential decisions — selectively, in long-term relationships, and under confidentiality.
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 and senior networks), the Vietnam Vanguard Executive Academy (powered by WashU Olin), and Rēsu Capital (capital access and partnership strategy via Evolve Capital).
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.