KIM MINYOUNG

MARKETING MANAGER RECKITT BENCKISER MALAYSIA

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

As a brand with 86 years of heritage, Dettol has been persistently keeping the principle of “best-in-class” brand presence at all time, at all touchpoints. We believe brand build doesn’t come in a day or two, but would take years and beyond, which is why we ensure our presence remains always at its utmost at all time.

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

Yes, Dettol brand promise evolves around universal emotion of mothers who want “unconditional protection” for their families. However, mums at different stages have different needs and emotions. That is why our way of communication is

versatile to address different emotional states – for example, mums of newborns want assurance in their first choices for their child. Mums of teenagers want their kids to explore the world without any germ concerns.

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

Having the right consumer understanding is important. Staying consistent to what the brand stands for is equally important to ensure we do what is right for the brand.

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

We do believe consumers have every right to be well informed about the products they are using, which is why education is always one of our key brand

strategies. A significant percentage of our marketing spend is invested in raising awareness and educating consumers. Also, we actively seek feedback which helps to shape our longer term brand portfolio strategies.

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

There are certain people you get to engage, certain you can’t – and I believe the same goes with brand. Not necessarily about screaming bigger and louder; attention grasping is a result of “inviting” consumers, letting them explore what is best for themselves and being genuine about what the brand can offer to help – that makes them feel that ‘the brand really talks to me”.