COLIN HARVEY

CHIEF EXECUTIVE OFFICER 7-ELEVEN MALAYSIA

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

Brand strategy cannot be separated from business strategy. We focus intensely on our customers’ needs and other elements of the business rather than solely on brand building.

The ultimate point of a brand is to not only create emotional appeal or generate buzz, but also to meet and create customer demand. Thus, we will continue to roll out new, enhanced or exclusive innovations, be it services or products, to help reinforce our brand presence.

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

Yes, I believe so and as best we can, we tailor our products and communications to be resonant with the people who walk through our doors. The aim is to be “Always There For You”.

What is the most significant aspect of creating powerful, effective branding? Honesty. We don’t promise anything we cannot over-deliver on.

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

We focus on three key aspects. The first is providing an honest service backed by quality products that meet our customers’ needs. The second is building customer loyalty such as our much-followed sticker collectible programmes. The last is being consistent and targeted with our communications such as connecting with millennials through digital media with visuals and messages that resonate with them.

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

It’s simple – don’t “scream” at your audience. We listen intently to what they are saying to us and about us. Then, we create a plan on how to address it and craft messages that they can rally around and readily share with their friends.