Special Report: Global Brand Forum Malaysia I

Invited to Global Brand Forum Malaysia on Dec 4 & 5 2008. Here are some notes for your marketing inspiration, they are all in point forms and I won’t be translating them into articles, find the gems. Also Happy New Year, and may the sales warriors arise in the tough year ahead – cheers!

S Karthik, Chairman, Global Brand Forum

> There are lots of big companies with small brands.
> Either become a brand or a commodity.
> Asia companies love to copy, copy cheaper and make lots of it.
> Must have the ability to think of the intangibles.
> Every luxury is from the west.
> Inventor or copier? Innovation or imitation?
> Asians need to raise their standard, shift their paradigms.

Speaker 01, Jim Stengel – former global marketing chief officer that handles a $8 Billion advertising budget for P&G

> Brand & good ideas can stand turbulent times.
> Brand = collective intention of the people.
> Brand must be motivated by employees first.
> Why not brand building? Business is now a short term game. It’s more complex. CEOs need to make money, brands need money to build. CMOs focus on ‘promotions’ because it generate sales.
> Brand ideals is like a mission/purpose/philosophy eg. Making peoples’ life better

> Inclusive marketing = including staffs through training & Culture.
> When ever I meet corporate leaders I always ask them, what can P&G learn from you? Eg: Ask Nike CMO, Tesco CEO.
> Buys book and give to staffs for development. Leaders are readers.
> Pampers, from napkin to helping mothers help develop their children.
> Buy pampers – save a life > cause marketing strategy.

> Highest ROI of any marketing is word-of-mouth. Involves digital efforts + PR.
> Companies will survive because of focusing on the right thing & long term. Profitability in the short term will kill your profits in the long term.

> P&G biggest success is getting the executives out of office & engages the customers like doing shopping with them or goes to their home and watches them do their chores.

> Founder of the brand always have an Ideal behind it. Normally executives mess it up.
> Must have superior product experience for brand building.
> Switching staffs is good, eg. Google staffs come to P&G and vice versa.
> If you are a challenger brand against market leader, ask yourself, where are you different and where are you the same?
> For service companies, people are the brands.
> Always start inside before shouting to the public. Meaning, always train the staffs  about  a set of behaviors that is aligned with the brand before launching any marketing campaigns.

Next issue — Dato Seri Tony Fernandez, CEO AirAsia & Joanne Ooi, Creative Director Shanghai Tang

Until then, to more sales… with less effort!

Sales Ninja Grandmaster

// Special Report from Global Brand Forum 01
// By Hanzo Ng, Sales Ninja Grandmaster

Hanzo Ng is Sales Ninja Grandmaster, lingo for Chief Trainer of Sales Ninja Training, Asia’s #1 Unconventional Sales Training. Sales Ninja Training specializes in helping small-medium, listed and global companies transform their sales people into the ultimate sales professional known as Sales Ninja. For more information on our sales, motivation and leadership trainings, visit our website.

Click here to subscribe to Sales Ninja Killer Newsletter

Come have a look at our EXCITING Sales Ninja Facebook Page

You can also check out  http://www.SalesNinja.com

Leave a Reply

Your email address will not be published. Required fields are marked *