PETALING JAYA: Holistic branding is the way to go for marketers to expand their branding reach and target audience with the economic recovery underway.
Commenting on the concept of holistic branding, Branding Association of Malaysia president Datuk Eric Chong told StarBiz that: “It’s important for marketers to understand the concept. Holistic branding, simply means that branding strategy cannot be just about one thing.
“It needs to be multi-pronged in approach. Moving forward it is important for chief marketing officers and decision
makers to think holistically how their brands can best reach their target audience via a mix of social media, print, outdoors, etc.”
Industry observers agree with Chong that this concept is timely and of utmost importance for marketers to further penetrate their brands into the market.
This approach, since it encompasses different communication platforms, also serve as a “springboard” for marketers to reach their target audience effectively, one observer added,
On the outlook of the branding space this year, Chong added that the prospect is bright, thanks to the national vaccination programme.
“However, with the implementation of the vaccination programme it is expected that the confidence level will gradually rise and this will boost overall ad spend.
“The challenge is, of course, the speed of vaccination, i.e. when herd immunity can be achieved. The sooner this is achieved, the better the recovery, ” he noted.
Meanwhile, Datuk Johnny Mun, (file pic below) who is the Association of Accredited Advertising Agents (4As) senior adviser and also an ad industry veteran, commenting on the outlook of the branding industry said he expects a year of recovery, albeit a slow one.
“Consumers have in a way grown to accept the new norms in their lives.
As travel abroad may still be prohibited, there is going to be an abundance of disposable income locally. Marketers must realise this opportunity and maximise their resources in realising the potential, ” he said.
Mun also emphasised on that marketers need to realise the importance in sustained investments in their brand building.
”They must not be mistaken to think that an occasional success can be achieved through firing occasional salvoes and pockets of activities here and there.
“Brands are like plants. They need nurturing, which is more than just watering them as and when you remember to.
“A big potential for companies to endear themselves to the consumer is in the area of corporate social responsibility or CSR. An often underrated area of a marketer’s plans, a well-thought-out programme will go a long way in building trust and loyalty, ” he noted.
As for the small and medium enterprises (SMEs) Chong said the biggest branding challenge they face is the complexity of branding in today’s world.
Unlike some years ago when branding equalled advertising, he said it is today an intricate science.
“Creativity and content are the two main challenges to overcome. Unlike before when a commercial produced could be used repeatedly over a long period of time, the viewing habits today have changed – viewers expect to see something new regularly. This leads to the need for strong content production capability and leadership, Chong said.
He expects the post-Covid era would be an exciting one as there would be explosive growths in industries most affected by the pandemic such as food and beverage, tourism, aviation, etc.
Chong said it is therefore imperative that SMEs start to rebuild momentum of their brand presence so that they would be able to go for harvest when the market recovers in due course.
Brands need to evolve for their survival, according to the Association of Accredited Advertising Agents Malaysia (4As) president Andrew Lee. (File pic above)
He noted that merely by going into e-commerce and marketing in the digital sphere like everyone else would not guarantee their survival.