How to drive brand growth, Power Hour, Asia's CMO event review

Power hour - Asia's CMOs

At the Marketing Society's "Power Hour", marketers and guests met at HSBC L44 to more than admire the amazing views. Shufen Goh, co-founder of R3, shared the Asia CMO's views on what drive brand growth. Few marketers feel confident of future-proofing brand strategy or success. While millennials don't care about brands (they care about peace, parties, and dance), 70% of them desire brands to know them better. Many showed concern about how data is used; 55% of the surveyed felt dissatisfied with agencies, though it isn't said if it was worse, normal or indeed improved compared to past period. 

Consistent with the survey result, the Power Hour's panel - Devinder Kishore, Senior Vice President, Brand & Marketing Engagement, Schneider Electric; Peggy Roe, Chief Sales & Marketing Officer, Marriott; Shilpi Khurana, Regional Marketing Director, North Asia, Ferrero - and audience agreed on this:

Marketing needs to drive Innovation through Engagement and Customer Experience.

No new news, perhaps. But are the marketers doing enough to promote leadership inside-out, or have the required always-on learning mindset, and, are they collaborating with the right partners? Surely marketers cannot do this alone?

Devinder Kishore made sure marketing stays close to customers. In a B2B(2C) category marketers must keep learning to know the end customers' needs.

Be humble

  • Don't let the brand get bigger than / ahead of your customers.
  • To make the invisible brands visible (through distributors) it is vital to be able to articulate the brand to the customers.
  • And to measure success he examines the share of owned media, number of connected customers, and marketing influence to the others. 

Distribution is key

At Marriott, Peggy Fang manages 21 brands and 21 countries. Customer experience is critical. She made sure digital helps to disrupt the space. Collaboration between the COO and Marketing & Sales is of paramount importance to drive brand and business success. Customer experience metrics are not only tracked and applied to planning, it is also on the COO, CMO and the leader's KPI! 

'What' and 'how'

Shilpi Khurana of Ferrero is determined to make it sweet by knowing customer insights ("what") and translating it to "how" to satisfy their needs to ensure of excellent customer experience. In FMCG business, the speed of change is in micro moments and the speed to respond is critical. 

In conclusion, the panel and the audience agreed that Brand matters.

Brand is "trust". It needs be relevant and be consistently managed through excellent customer experience. B


By Seraphina Wong, Consultant.

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