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 an $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 focuses on ‘promotions’ because it generates sales.
> Brand ideals is like a mission/purpose/philosophy eg. Making peoples’ life better
> Inclusive marketing = including staffs through training & Culture.
> Whenever 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’s biggest success is getting the executives out of the 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 has an Ideal behind it. Normally executives mess it up.
> Must have superior product experience for brand building.
> Switching staffs are good, eg. Google staffs come to P&G and vice versa.
> If you are a challenger brand against a 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 trains the staff about a set of behaviors that are 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!
UNCONVENTIONALLY,
HANZO NG
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 salespeople into the ultimate sales professional known as Sales Ninja. For more information on our sales, motivation, and leadership training, visit our website.
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