JASMINE LEE

CHIEF MARKETING OFFICER U Mobile

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

A key strategic pillar of the U Mobile brand is innovation, constantly challenging the status quo to give customers unlimited value. Regardless of the economic climate, we have stayed true to that strategy and it has worked really well for us as our subscriber base kept growing. With all the traction we are having on the customer front, we are also aggressively investing in our network, expanding the reach and improving our network so that our customers’ experience will keep getting better.

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

Each brand is anchored on its own values, culture and differentiation. When and how brands are presented to customers cannot be based on just demographic insights. Customers are very discerning nowadays, therefore, insights such as the customer’s belief system and cultural influences play a large part.

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

Ensure that customers are clear and sure of what your brand represents. By doing so, your customers will then have knowledge that your brand is relevant and there is good reasons to always choose the brand.

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

They have to adopt a narrative that is genuine and relevant. Apart from that, it helps if brands could show what they serve beyond functional values, by having positions on issues such as environment and labour welfare.

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

For U Mobile, we are all about bringing unlimited value, so apart from product innovation, we also initiated several brand engagement campaigns so that our customers may experience and enjoy their lifestyle interests.

Another key pillar is food and the campaign is called Unlimited Flavours. The aim of these initiatives is to bring customers closer to their passion for food. In July 2018, we organised our very first food festival in Malacca, featuring vendors like myBurgerLab and Big Bowl Ice.

All these initiatives, we believe, make our brand very memorable as we really take a personal hands-on interest in our customers’ passion points.