RACHEL YAP

SENIOR BRAND MANAGER RECKITT BENCKISER MALAYSIA

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

We always put consumers at the heart of our brand. Being a company with brand expertise in providing relief for sore throats, we aim to always remain relevant to the consumers’ needs, especially during cold and flu seasons.

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

Yes, certainly. We look at consumers not just based on demographics, but also based on their needs – both physical (throat) and emotional – and offer relief to meet each of these needs.

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

A powerful and effective brand needs to always be in consumers’ minds when they think of the product category, with a positive emotional link and a distinctive brand proposition.

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

We have our consumers’ needs at the centre of our brand. We keep our communication channels open and are ready to respond to situations involving our products and brands which are brought to our attention.

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

We believe in messages that are crisp and speak to consumers directly. Content that is relevant and unique is what we believe will be memorable to them.

Consumers should not have to spend too much effort trying to understand what we try to tell them.