HENG ZEE WANG
CHIEF MARKETING OFFICER AIA BHD
How is the company coping in the current economic climate without compromising its brand presence?
We recognise that in times of challenging economic climate, people look to insurance even more as a form of security, and to protect themselves and those around them against any financial burdens should the unfortunate happen.
And it remains important to us to continue to invest in building the AIA brand, and through our marketing and communications efforts, help more Malaysians be adequately covered.
Should brands be packaged differently, not only demographically but emotionally?
Being authentic and sincere is key, and putting our customers first and at the centre of everything that we do.
With this guiding compass, everything else will naturally follow, and this has helped us to connect with our customers more effectively because we are able to relate to matters which are intrinsically important to them.
Today, we provide our customers with total end-to-end solutions to meet their protection and coverage needs, through a range of health, wealth and protection solutions that we keep innovating and adapting in anticipating future needs. We have also seen our role transform to one that goes beyond just providing insurance protection.
what is the most significant aspect of creating powerful, effective branding?
As much as it is significant to create a lasting brand image, it is equally important for us to listen to our customers and to remain relevant.
With the support of our employees and Life Planners, we can channel the information received and focus our efforts in generating value for Malaysians.
In addition to providing our customers with comprehensive solutions in health, wellness and financial protection, we are also always mindful of why we keep doing what we do, and it’s because of our promise – helping Malaysians live healthier, longer and better lives.
In an increasingly transparent world, how can brands strengthen their brand equity?
It comes back down to authenticity and being consistent in how we deliver our promise, our behaviour, brand image and messaging because it showcases how serious and dedicated we are at delivering what our customers need.
AIA invests heavily in helping Malaysians to take charge of their health, so they can live to the fullest and enjoy quality time with their loved ones.
what makes a brand memorable given the short attention span and all sort of content screaming at customers?
A consistent brand character and great customer experience build equity over time. Add continual innovation and evolving with changing times to the equation, and all that lead to staying memorable through generations and through the clutter. One of the many approaches AIA takes in this aspect is deploying new digital technologies as an enabler across all aspects of our business.