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Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform: Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd
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Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform: Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd

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Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform: Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd

Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform: Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd

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    Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform: Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform: Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd Document Transcript

    • Ensuring Brand Success: How CMOs Can Build a Contemporary Brand Platform All of these are creating new markets and opportunities, but the temptation in times of rapid change and market disruption is to be reactive to trends thus losing focus on the inherent longterm value in a brand. CMOs must stay focused and have a strong compass for the brand. Every brand has at its core a human story and the challenge now is how to share that story in the new emerging media and in ways that will resonate with people. Interview with: Nigel Smith, Chief Executive Officer, DIA Brand Consultants Pty Ltd The marketing skills that will matter in the future are not the skills that matter today, according to Nigel Smith, Chief E x e c u t iv e O f f i c e r , D I A B ra n d Consultants Pty Ltd. “Brands are and will always be anchored on human emotions but the way we are communicating them has changed. Blending the new and traditional knowledge bases into a contemporary brand platform will be the deciding factor in every brand’s success,” he believes. DIA Brand Consultants Pty Ltd is a brand consultancy firm attending the CMO Asia Summit 2014, taking place in Kuala Lumpur, Malaysia, 26 - 27 May. How is the fast pace of change impacting the marketing function? How can CMOs better identify opportunities for their brand? Consumers are constantly looking for new ideas and inspiration, so there is now a very high premium on innovation. The ability to innovate new or enhanced products or services is the game changer in most markets. Everyone is looking for new and different products and services that can enhance their lives. This means all brands need to stay ahead of the curve and put a premium on innovation within their organisation to remain competitive. Design Thinking and other innovation methodologies are increasingly becoming processes that are seen as core to future success in leading companies. What does it take to better connect with customers? Most Chief Marketing Officers (CMOs) are being challenged by change coming from a number of different directions. The digital economy has opened up access to a treasure trove of data on consumers and social media platforms can be utilised to engage them in previously unforeseen ways. You have to know your consumer. Success has always been about knowing people’s habits, likes, dislikes and unfulfilled desires, but now we have limitless opportunities for engaging with people as individuals and as groups. Tapping this deep well of data is challenging and takes significant investment in the initial stages, as well as some quota of risk. This is coupled with a growing middle class in the emerging markets, an ageing population in many developed economies, a shift from manufacturing to services, and a fast growing, digitalsavvy Generation Y and Z. Progressive brands have understood that there is a paradigm shift in the way that marketers are able to engage with consumers in more relevant, contentrich and personalised ways. Tapping this will mean a significant re-allocation of marketing focus and budget, but failure to do so may mean being left behind. In today’s crowded marketplace, brands must have a clear story that is meaningful to the target audience. A story told, a humorous line or an image shared can create magic in marketing. What marketing trends do you expect to see in the near future? The skills that will matter in the future are not the skills that matter today. This is a very fast-changing scenario. We only have to look at the music, publishing, retail and travel industries to understand we cannot stand still. The skills of the new economy reside mainly with Gen Y and Z who have grown up in the digital world. However, traditional skills and knowledge will remain critical, so CMOs must combine the new and old methods to succeed. More than ever you have to know your consumer well to win hearts and minds
    • About the CMO Asia Summit 2014 The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations. This unique forum will take place at the Hilton Kuala Lumpur Hotel, Kuala Lumpur, Malaysia, 26 - 27 May 2014. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed marketing professionals and solution providers to a highly focused and interactive networking event. www.cmoasiasummit.com Please note that the Summit is a closed number business of event participants and the strictly limited. Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Tel: Email: + 357 22 849 313 press@marcusevanscy.com For more information please send an email to info@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com About DIA Brand Consultants Pty Ltd DIA offers tailored and end-to-end branding solutions that meet the specific needs of your business, be it a complex multinational corporation or an emerging local enterprise. Underpinned by our rigorous and proven processes, we provide all the key services required to develop, activate and maintain your brand, empowering it to win the hearts and minds of customers. www.diabrands.com About marcus evans Summits marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings. For more information, please visit: www.marcusevans.com Upcoming Events CMO Summit (Australia) - www.cmoanzsummit.com CMO Japan Summit - www.cmojapansummit.com To view the web version of this interview, please click here: www.cmoasiasummit.com/NigelSmith