BERNARD LEE
HEAD OF MARKETING SERVICE DIGI TELECOMMUNICATIONS SDN BHD
How is the company coping in the current economic climate without compromising its brand presence?
2018 has been an exciting year, so far. As we continue to put our customers at the heart of everything we do, the rapid pace of technological change and capabilities have indeed helped us become more engaged than ever with our customers. The various collaborations that we had with like-minded brands have also allowed us to expand our brand presence and reach out to communities more effectively.
Should brands be packaged differently, not only demographically but emotionally?
Yes definitely, as this is the era of marketing through intent and affinity. Malaysians of all ages are building their own identities more freely than before. As a result, consumption patterns are no longer defined by demographic segments such as age, gender, location, income, family status and more. Rapid embrace of new technologies and experience such as music and video streaming on global brand platforms have also shaped the expectations differently for Malaysian consumers today. We also need to keep a closer look at personalisation and customisation as they become the new norm for brand experience, as customers become more demanding, knowing what they want in a product or service, while putting emphasis on value.
what is the most significant aspect of creating powerful, effective branding?
Having consumer insights and understanding their current and future needs play a critical role in driving effective branding. With the unprecedented rate of technological advancement, the potential and possibilities to create value for our customers gets more exciting.
In an increasingly transparent world, how can brands strengthen their brand equity?
Staying true to what the brand stands for. In an increasingly transparent world, brands don’t have any option other than representing ourselves honestly and transparently. Authenticity is key to continued loyalty from consumers. We need to engage consumers where they are and ensure the messages we communicate are genuine and aligned with our brand principles.
what makes a brand memorable given the short attention span and all sorts of content screaming at customers?
We need to engage consumers where they are and ensure the messages we communicate are both genuine and aligned with our brand principles. In short, making meaningful connections at the right time and place.