SANTHARUBAN THURAI SUNDARAM

VICE PRESIDENT, MARKETING ETIKA SDN BHD

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

We strive to put innovation at the core of our marketing efforts as well as the products we make, to build Etika as an organisation that is innovative and consumer centric.

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

Yes. It is by tapping into the consumers’ emotions, they feel that brands understand their wants and needs. This shows consumer-centricity which equates to It all starts with the customer. Brands brand relevancy, and that’s key.

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

To be evolving; in the way, we communicate relevant to consumers whom are constantly evolving as well.

It’s important to identify trends, capitalise and react to them in a timely manner, as they’re in turn reflective of the brand’s equity.

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

Be transparent and authentic about your

business offerings. Articulation of what/ who the brand is and its values in a simple yet succinct manner will nail down the brand, and then gain consumers’ trust.

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

Compelling creative executions with personalised content tailored to consumers’ interest is important.

In addition to creating personalised content, it’s also crucial to design ads that get the brand’s core message across fast, using the right ad formats, units, and platforms.