In today’s age of global transparency, it is the brand-driven business that will thrive. It is not enough to succeed merely as a business, it is more about market conviction and action that is consistently seen, felt and experienced. When brands are not part of leadership thinking or planning, their creation and future value tends to dissipate without the anchor of business policy and board commitment. As the world competes on brand and not just business values, the race towards brand supremacy becomes critical not just for companies in Malaysia, but for market players around the world.
The transformation programmes in Malaysia, have been a great success. Now leaner, more focused and better prepared for the future, what’s next for our corporates and institutions? It is acknowledged that while we’ve strengthened the organisational foundations of our businesses, the world continues to outpace us. There is a risk of relapse if we do not exploit our new efficiencies to build competitive advantage. Innovation needs to be captured in brands and brand thinking. This parallel focus is the crucial next step that will define our future efforts and our legacy. The ‘stage of brand readiness’ is an important aspect of effective brand building as this condition determines how fast brand equity can effectively be built and sustained. To compete on the world stage, emerging market companies must now move from being mere brand ‘dabblers’ to becoming real ‘veterans.’