HIROSHI HAMADA

MANAGING DIRECTOR YAKULT (M) SDN BHD

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

Strategic collaborations with likeminded organisations are a must not only for cost saving purpose (by way of joint marketing activities) but also for crossmarketing and greater reach.

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

Consumers are very receptive towards festive related branded content during the various festive seasons. This is a great opportunity for brands to connect with consumers on a deeper level emotionally.

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

Integration and synergy between all aspects of a campaign. Designing 360° campaigns with consistent messaging is the key.

In an increasingly transparent world, how can brands strengthen their brand equity? Face criticism head on.

Respond to consumer feedback honestly and openly. Don’t look at false rumours spread on social media as a negative, instead look at it as an opportunity to share more about your brand with the parties concerned.

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

Story telling – bringing your brand messages to life with compelling story lines. Cause-based marketing strategy also works well if the cause championed is a good fit for your brand.