LINDA HASSAN
SENIOR VICE PRESIDENT, MARKETING DOMINO’S PIZZA MALAYSIA & SINGAPORE
How is the company coping in the current economic climate without compromising its brand presence?
As a business, we are always looking for innovative solutions in providing the best to our customers. This is executed through all the touchpoints of the business while concurrently leveraging on it as an opportunity to fortify our brand affinity.
We believe by delivering value through various product offers and enhancing our services, coupled with creative engagement and targeted offerings, we are able to connect to our customers better hence sustain brand presence.
As a result, we continue to expand as a business, opening up more stores despite the challenging economic climate.
Should brands be packaged differently, not only demographically but emotionally?
Our vision is to aspire to create brand love by being emotionally connected to our customers. We believe that the brand is a result of what we do hence we continuously innovate to improve the customer experience and loyalty at every touch points to win them over. We execute a wide range of engagements and initiatives online as well as traditionally to build and strengthen brand love.
what is the most significant aspect of creating powerful, effective branding?
The most common of all answers would be impactful and relevant communication strategy to win over the customers.
However, beyond effective communication, great customer experience is still the key to creating effective branding. The real branding is when a customers have the best experience at every touchpoint of the business.
It is an integrated and concerted effort from the entire organisation to ensure that a customer experience is memorable, from the point of ordering, leading up to each bite of their favourite pizzas and until they return as a frequent customer.
Powerful and sustainable brand comes from having tons of satisfied customers.
In an increasingly transparent world, how can brands strengthen their brand equity?
We believe in being forthright in our engagements and relationships with our customers and given today’s savvy customers, transparency is an important factor in maintaining trust and consumers’ confidence.
what makes a brand memorable given the short attention spans and all sort of content screaming at customers?
It is a challenge nowadays to stand out from the crowd but we believe that a solid customer journey with the brand provides a memorable and impressionable experience and contributes to consumers’ brand loyalty.