MATHIEU DUCHEMIN
MANAGING DIRECTOR MOET HENNESSY DIAGEO MALAYSIA SDN BHD
How is the company coping in the current economic climate without compromising its brand presence?
Our portfolio of brands are more than 200 years old, the relationship between consumers are our brands are unwavering, through different generations and economic conditions. It is timeless.
We have also anchored onto the local culture and adapted to become one of the most loved and preferred brands all over the world. Our long history and brand presence have reached many people thus creating desirability towards our brands. Our consumers are less affected with the current economic climate and with the strong branding, their confidence, loyalty and trust towards our products is stable.
Should brands be packaged differently, not only demographically but emotionally?
In order to continually strengthen the appeal and reputation of our portfolio, we have to adapt to the behaviour of local customers. Malaysians love to eat and enjoy quality drinks, for example. Understanding this fundamental fact is crucial to the way in which we market the different brands under the MHD umbrella. Crafting consumers experience is the core of our marketing.
When consumers purchase a bottle, it is not only the notion of owning a product. When you purchase Hennessy, it is beyond the act of possessing a product but it is all about the experiences, enjoyment and appreciation of the liquid.
what is the most significant aspect of creating powerful, effective branding?
Powerful and effective brands need to embrace values of being creative and innovative, whilst at the same time driven by an entrepreneurial spirit in delivering excellence. As a brand, we believe that we are nothing if we don’t engage with our consumers. Brands need to deliver the promise of the product and loyalty of the consumers. Continue to surprise them with new innovations and experiences.
In an increasingly transparent world, how can brands strengthen their brand equity?
At MHD, we focus heavily on the experiential journey when it comes to brand building. Malaysians are sophisticated and successful. This is why we strive for authenticity in building emotional connections. There are notions of “who cares wins”. We respect the nature a lot. Everything that we produced is thanks to nature. Hence the conservation, treatment and sustainability of water placed a priority, and we do have a Water Programme to address this.
what makes a brand memorable given the short attention span and all sort of content screaming at customers?
Well, on the contrary, we believe that consumers have can pay considerable attention when they are captivated by a compelling narrative. Storytelling is not just about reaching an audience once, but about truly understanding our customers. It is our belief that marketers need to tell better stories.
We sell more than just the product/bottle, we share the experiences and savoirfaire of our journey to the consumers, the enjoyment and the appreciation. Regardless of the context, the consumer journey is our priority.