CIM SL hosts third talking point programme re-igniting conversation on brand relevance
The Chartered Institute of Marketing Sri Lanka concluded its third Talking Point Programme under the thought provoking topic ‘ Is Branding Losing its Relevance?’ The keynote speaker for the programme was ImalFonseka, Group CEO, Fairway Holdings (Pvt) Ltd while the panel consisted of MakshoodhMeerasaibu, Marketing Director, Home Care, Foods and Water, Unilever Sri Lanka,ShalinBalasuriya, Co-Founder, Luxury Ayurveda Brand Spa Ceylon, and TharangaGunasekera, Head of Marketing and Communications, HSBC Sri Lanka, who also moderated the discussions.
Attending the programme were a host of senior managers and executives keen to knowhow to manage and influence the personality and character of their brands for the local market. Cautioning the audience, ImalFonseka said, “Our approach in marketing and branding is no longer what it was.You have to re-look at what you are doing.”He advised, “Look at brand objectives, as a brand person, take the leadership and start seeing the future.As marketers you have what nobody else has - you represent the customer and understand the customer best.Igniting the passion is what it is all about - drive the change, create the change.”Stressing on key enablers, he noted, supply chain, innovation, differentiation arevital to influence customer experience. “As brand people enhance your scope and influence within the enterprise and that way your role will be more relevant in the future,”encouragedFonseka.
Urging participants on the importance of sustainability and differentiation, he said,“Your sustainability and success will be based on your ability to create disruption in your business model. Anyone anywhere can create a brand and succeed overnight but you need to be ahead of the curve, understand the curve and find a space to be really connected with your consumers, find ways to make it more relevant to the market.”
TharangaGunasekera stated that “With today’s consumers becoming web-savvy, the consumer is now more empowered. The brand is seen as a promise, relationship and an experience.Commenting from a FMCG per- spective, MakshoodhMeerasaibu said, the fundamental eight principles of branding is very relevant. However, the consumer is evolving and is constantly seeking to change. He advised the audience to constantly be cautioned about how to keep pace with the ever changing demands and to know whether ‘branding’ going to communicate or is ‘branding’ becoming facilitators or enablers of conversation”
ShalinBalasuriya noted, “Attention spans and brand lifespansare getting shorter. We need to be continuously giving our consumers new experiences, tweaking their interest and that is what we do.”Balasuriya opined that branding relevance relies on transformational innovation. “We keep learning from our consumers and the brand lives in the mind of the consumer. You need to engage with the customer and start connecting with people’s lifestyles so that you are relevant to your consumers” he said.The programmeconcluded with a vibrant and lively question and answer session between panelists and the audience.
The Chartered Institute of Marketing (CIM) UK is the world’s largest professional body for Marketing. CIM Sri Lanka is the first international branch of CIM UK comprising the largest number of members, both professional and students of CIM outside the UK. The regional institute has always campaigned for greater recognition and excellence in the marketing profession in Sri Lanka, through education, training and professional development.
AIESEC in Sri Lankaan organization affiliated with AIESEC international is organizing the National Leadership Development Seminar - NLDS 2017 the largest National Conference of the year that brings together 400+ national and international delegates to develop their leadership skills. This year it is scheduled to be held from the 28th to the 31st of October at the Carolina Beach Hotel, Chilawas a 4 day resident conference.
The conference expects to address topics such as World Issues, AIESEC Way and Experience Cycle, Team Standards, Customer Flow, Team Bonding, and many other sessions on leadership development. All sessions are themed under the team stand of member Committee for the term 17/18 which is ‘Aspire To Change Dare To Challenge’.NLDS 2017 organizers also expect to conduct bonding sessions among undergraduates of different universities including theme parties and a Gala night ensuring that not only a vast knowledge is gathered by the youngsters but they also have an unforgettable fun- filled experience and an opportunity to make new friends from all around the country and the world. The conference also includes an Awards night to recognize and appreci- ate high achievers of AIESEC in Sri Lanka. The facilitator team consists of experienced AIESECers from the Member Committee of AIESEC in Sri Lanka and international facilitators from AIESEC in Serbia and AIESEC in Hong Kong. AIESEC in Sri Lanka provides opportunities to the youth from 18 to 30 years of age to volunteer and work abroad under Outgoing Global Volunteer, Outgoing Global Talent and Outgoing Global Entrepreneur programs under the United Nations Sustainable Development Goals in addition to organizing local and international events. The organization also facilitates foreign volunteers to volunteer in projects based in Sri Lanka under the Incoming Global Exchange programs. Nalanga Hettiarachchi (Organizing Committee Vice President for Public Relations) For more information about NLDS 2017contact: Natasha Perera (Organizing Committee President): natasha.perera@aiesec.net Or log onto: https://www. facebook.com/nldsSriLanka/ To find out more about the organization log on to: https://www.facebook.com/ AIESECLK/