ABDUL SANI ABDUL MURAD
GROUP CHIEF MARKETING OFFICER RHB BANKING GROUP
How is the company coping in the current economic climate without compromising its brand presence?
RHB believes in staying invested in order to stay connected and relevant to the market, so it could play a positive role, no matter rain or shine in helping people who desire to achieve progress. To achieve this end, RHB leverages heavily on the advancement of digital and data analytics to engage its customers more effectively and efficiently.
The brand also pays strong attention to delivering excellent customer service.
Should brands be packaged differently, not only demographically but emotionally?
Financial products today are highly commoditised as there is a lack of differentiation in product features between the providers. Brands who wins the heart of the customers are usually the ones who placed great importance in understanding their customers well and engages them at the emotional level that truly resonates.
what is the most significant aspect of creating powerful, effective branding?
RHB is one of the longest-serving Malaysian banks. It has a rich history. It’s brand purpose and values has withstood many economic cycles and continue to stay relevant through the test of time. The brand’s ability to evolve with the country and in tandem with the people’s development needs over the years is what makes an effective branding.
In an increasingly transparent world, how can brands strengthen their brand equity?
In the world of banking and finance, you are undoubtedly in the business of trust. Break that trust and your business will surely break. Brand equity will be evaporated at warp speed. In essence, brand trust is a sacred thing. It takes time to build but takes seconds to destroy. Hence it needs to be handled with care.
We believe that trust is built when we constantly work towards the interest of our customers because when you care for your customers, they will show similar care for your business.
what makes a brand memorable given the short attention span and all sort of content screaming at customers?
A brand is memorable when it tells a great story. Create content to communicate your brand history, values and principles.
By showing your human side, it can make your brand more relatable. It is one of the ways to cut through the advertising clutter. It is important to focus on what people connect with. Brands that can tap into emotions delivered through storytelling will win the race.