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Unleashing the Potential for More Global Asian Brands: Interview with: Martin Roll, Business & Brand Strategist, Martin Roll Company
Unleashing the Potential for More Global Asian Brands: Interview with: Martin Roll, Business & Brand Strategist, Martin Roll Company
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Unleashing the Potential for More Global Asian Brands: Interview with: Martin Roll, Business & Brand Strategist, Martin Roll Company

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Unleashing the Potential for More Global Asian Brands: Interview with: Martin Roll, Business & Brand Strategist, Martin Roll Company, Author of Asian Brand Strategy, a keynote speaker at the marcus …

Unleashing the Potential for More Global Asian Brands: Interview with: Martin Roll, Business & Brand Strategist, Martin Roll Company, Author of Asian Brand Strategy, a keynote speaker at the marcus evans CMO Asia Summit 2013, on why marketing must be integrated into every stage of the value chain.

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  • 1. Interview with: Martin Roll,Business & Brand Strategist, MartinRoll Company, Author of AsianBrand StrategyAs the role of the Chief MarketingOfficer (CMO) evolves in Asia, CMOsmust start speaking the language ofbusiness, says Martin Roll, Business &Brand Strategist, Martin Roll Company,Author of Asian Brand Strategy. Themarketing philosophy has to beintegrated into every stage of the valuechain in order to be invaluable to theorganisation, he adds.Roll is a keynote speaker at the marcusevans CMO Asia Summit 2013 inMacao, China, 27 - 29 May.What is the current status of theCMO role in Asia?Marketing has not traditionally been atop agenda in corporations globally, butless so in Asia. It is not fully integratedinto business planning and strategy, sovery few CMOs in Asia are part of theboardroom. Compared to our globalpeers, the CMO role still has a long wayto go in Asia and companies have totake bold steps to elevate thatresponsibility.As marketing becomes more cross-functional, wanted and crucial, it willintegrate much more into theb o a r d r o o m c o m p o s i t i o n . T h a tprogression has already started takingplace as the sons and daughters offamily-owned enterprises are comingback from Western business schools andrequiring this change in their familyfirms.With about 60 - 70 per cent ofbusines ses f amily -o w ned, andcompetition from their global peers, Ibelieve that in five years they will get tothe next step.Do you have any tips for becoming asuccessful CMO? How can CMOsbecome invaluable to theirorganisation?They must create value, but in order todo that, they need to be seen as abusiness integrator. While ChiefExecutive and Finance Officers havebeen exposed to different businessfunctions, the typical marketing personhas been working in a silo. They mustspeak the language of business in orderto be successful. Their job is not aboutcommunication, customer engagementand branding only. Once they joinboardroom discussions, they will seethat the business has a very holistic setof variables to work with.Thus the marketing philosophy has tobe integrated into every stage of thevalue chain, which is extremelycomplicated in the real world. It has tobe ingrained into the organisationalculture, how the company thinks, feelsand acts. This does not just happenovernight, but once it has, it has a lot ofstaying power.You are a leading advocate forAsian corporations building andsustaining brands. What needs tobe done to unleash the potential formore global Asian brands?Overall, Asian corporations need to bebolder and more daring. It is notenough to become another computerbrand or hotel. For once and for all,they need to get rid of their inferioritycomplex, which is a strong term from aWesterner but I have seen it from theinside. There is this underlyingconnotation in Asian firms that whatcomes out of Milan, Paris or New York issuperior to what Asia has to offer. Theyneed to be a bit proud of Asia anddevelop products with an Asian edge.Asian firms tend to see global firms asbeing the only form of success, but itdoes not have to be the case. The timehas come for a more Asia-centric focuswhich starts at the owner or C-suitelevel. Many Asian companies are playingon the single variable of price whiletrying to demonstrate that they alsohave a premium, but they cannot doboth. They need to identify where theywant to play in the market, but manybusinesses are struggling to take thatdecision.Asiancorporationsneed to bebolder andmore daringUnleashing the Potential forMore Global Asian Brands
  • 2. The Marketing Network –marcus evans Summits groupdelivers peer-to-peer informationon strategic matters, professionalt r e n d s a n d b r e a k t h r o u g hinnovations.Please note that the Summit is aclosed business event and thenumber of participants strictlylimited.About the CMO Asia Summit 2013This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao,China, 27 - 29 May 2013. Offering much more than any conference, exhibition ortrade show, this exclusive meeting will bring together esteemed marketingprofessionals and solution providers to a highly focused and interactive networkingevent. The Summit will include presentations on integrated cross-channelcommunications, the evolving role of the Chief Marketing Officer and unleashinginnovation.www.cmoasiasummit.comContactSarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, SummitsDivisionTel: + 357 22 849 313Email: press@marcusevanscy.comFor more information please send an email to info@marcusevanscy.comAll rights reserved. The above content may be republished or reproduced. Kindlyinform us by sending an email to press@marcusevanscy.comAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Summit (Australia) - www.cmoanzsummit.comCMO Japan Summit - www.cmojapansummit.comTo view the web version of this interview, please click here: www.cmoasiasummit.com/MartinRoll

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