MARKETING PROFESSION
WHEN A BRAND NEEDS A VOICE
Ahmed Javed emphasises the value of letting brands speak for themselves
Compiled by Randheer Mallawaarachchi
Q: Do you believe that there is a branding advantage when it comes to export ventures – and if so, how can Sri Lanka capitalise on this?
A: I believe any product or service that is marketed internationally will build a strong brand name.
A product can easily be replicated elsewhere and at a lower cost unless a country holds exclusive rights to produce it. Branding is the concept that will sustain such ventures over time. Most often, products are synonymous with a nation’s identity but even then, you need an element of brand identity to distinguish it from the rest of the market.
Sri Lanka has a unique character in terms of its culture, heritage and future growth. And these elements need to be used to produce a captivating story that ultimately nurtures Sri Lankan brands.
Q: Could you shed light on the measures marketers should take to change their approach to better fit the behaviour of younger generations in the prevailing environment?
A: I feel that a drastic change isn’t required at the moment as consumers continue to display the same enthusiasm for purchasing products as in the past.
Having said that, what has changed is customers now have access to more market information and therefore, possess a greater level of awareness. However, we must not lose sight of our ultimate goal, which is to acquire and retain their loyalty.
Customers can no longer be easily misled since they see through one-off novel campaigns or marketing gimmicks.
It’s important to treat them with respect and realise that they have a formidable influence on the outlook of a brand – it doesn’t matter whether this is a direct customer or someone who forms an opinion based on social media visibility.
Q: In your view, what should the main objective for marketers be at this time especially in terms of branding?
A: I feel that earning loyalty, which eventually builds a long-term connection with brands, should be the primary aim for marketers in this landscape. It’s prudent to remember that every business doesn’t have the same level of budget capacity nor market share. Given this, it is vital to establish personal connections with customers to remain relevant.
A consistent brand voice and experience are essential since these approaches affect the entire market. This refers to the need to create and unify experiences, and enable brands to speak for themselves rather than having marketers act as mouthpieces.
Q: What is your take on the availability of talent in the marketing profession in Sri Lanka – and in your assessment, in which areas is there a need to build capacity?
A: Sri Lanka is home to a great talent pool especially on the creative side and many of our people have earned global recognition.
In my opinion, B2B selling on a global scale is an aspect that needs improvement. Once we enter an international platform, we must realise that our products, services and solutions are not the sole elements on offer.
In fact, the country and its capacity to deliver such products are simultaneously marketed along with them.
There is certainly a gap in the local market in terms of the skills required to market Sri Lanka alongside its products.
Q: Is there sufficient focus on building brand equity in the local context?
A: Customers are loyal to brands with which they regularly associate good memories. The reasons for this can include competition, and the fact that legacy brands cannot compete through sole dependence on market position and accessibility.
Consumers are also more conscious of what companies do in addition to their core business activities. This makes every aspect of a marketing campaign extremely important.
The relevance of this concept is gaining ground everyday as we realise the importance and priority given to sustainability of the corporate agenda of an organisation.
Q: What do you consider to be the main strengths and limitations of the marketing profession?
A: As creatives and brand owners, we have the opportunity to alter the perceptions and mindsets of our audience, while also engaging with non-experts or opinion providers who share their personal views on marketing and creatives.
When it comes to marketing, everyone has their own biases in terms of design and content. It isn’t easy to manage all these expectations since the core focus needs to be on targeting customer reactions.
Q: In your opinion, how will the marketing profession develop in the long term – and what is needed for marketers to excel in this field going forward?
A: From plain advertising and product placement to content and design, the evolution of marketing has been fascinating.
Presently, the buzz in the market revolves around sophisticated concepts such as analytics and targeted campaigns but we should bear in mind that the brand experience supersedes them. Marketers may convince consumers about initial purchases through sharp and creative approaches but the interactions that follow determine the extent of retention.
Those who cover all these crucial touch points are likely to perform exceptionally well and help their brands outshine the competition in the longer term.
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