DATUK SERI SYED ZAINAL ABIDIN SYED MOHAMED TAHIR

MANAGING DIRECTOR AND CHIEF EXECUTIVE OFFICER PETRONAS DAGANGAN BHD

How is the company coping in the current economic climate without compromising its brand presence?

We prioritise our business initiatives, focusing on innovation to create differentiation in the industry and excitement amongst our customers. In this regard, it’s quality versus quantity and knowing where and when to invest our efforts to achieve our desired results. Another key strategy is collaborating with partners that are aligned with our business objectives, especially on more innovative and digitalised initiatives that would enhance our customers’ experience.

Should brands be packaged differently, not only demographically but emotionally?

Each brand has its own persona comprising traits, attitudes and values that are key to humanising a brand to make it more relatable to the public. This in itself is already part of establishing that emotional connection with the customers. We strongly believe that emotional connection is crucial in helping us understand our customers, as it allows us to customise offerings that resonate better with their needs and ultimately create a memorable and meaningful brand experience for them.

what is the most significant aspect of creating powerful, effective branding?

The key is trust and credibility, as a brand promise will not be believable unless it is being honoured. Hence, we are committed to fulfilling our brand promise of providing the best of products, services and values to ensure that our customers’ experience is aligned with, if not exceed, their expectations of our brand. Over and above this, a powerful brand should stay forward-looking and innovative in anticipating and meeting their customers’ current and future needs.

In an increasingly transparent world, how can brands strengthen their brand equity?

In this world of social media and internet accessibility, brands are constantly put under the microscope by their consumers. Their experiences, good and bad are shared across these digital channels. Thus, it is important that brands be authentic and fulfill their brand promise in a coherent and consistent manner to ensure that what was promised get delivered.

what makes a brand memorable given the short attention span and all sort of content screaming at customers?

Offering customers what matters most to them – be it: quality, service, time or value. This is especially true in today’s day and age, where it is all about customisation and personalisation and not just about meeting customers’ demand. This has always been our business principle, to look through the customers’ lenses, understand their needs and pain points and then strive for better customer experience.