Nudging marketers forward

The audience listening to the presentations by various speakers and panel discussions at the launch of the guidebook.

BUSINESS owners and brands have the benefit of adopting a challenger mindset to drive ambitious growth, thanks to a new guidebook on brand marketing.

The guidebook entitled Overthrow II, which helps marketers drive challenger brand thinking, was launched at an event hosted by global network communications planning agency PHD Media (M) Sdn Bhd.

The event held at Bangsar Shopping Centre, Kuala Lumpur, was attended by marketers from the finance, automotive, consumer packaging goods, electronics and related sectors, as well as media partners.

The guidebook was a collaboration between PHD (part of Omnicom Media Group) and eatbigfish (a consultancy company that analyses challenger brands globally).

PHD Media (M) Sdn Bhd managing director Eileen Ooi said, “Whatever we learn today may not necessarily be applicable tomorrow.

“Overthrow II is a guidebook for marketers to drive challenger brand thinking, ” she said.

In an interview later, Ooi said the guidebook was to help brands evolve and redefine ways of marketing their brands effectively.

“Consumers’ behaviours are changing very fast in our disruptive technology and economic state.

“It is a good guide for all marketers, including the small and medium enterprises, on how to approach marketing.

“They can approach PHD, where we can assist in driving marketing strategies for various brands to meet the challenges of the Industry 4.0 (Fourth Industrial Revolution), ” she explained.

Ooi (left) and Kesav looking at a copy of the Overthrow II coffee table book at the event.Ooi (left) and Kesav looking at a copy of the Overthrow II coffee table book at the event.

Ooi shared that business owners and brands would be their target for the guidebook.

“Since 2004, we have published various books on brand marketing, ” she said, adding that the latest guidebook was initially launched at Cannes in June.

The guidebook was co-authored by eatbigfish founder Adam Morgan and PHD EMEA chief strategy officer Malcolm Devoy.

Overthrow II explores 10 different challenger strategies or narratives used most powerfully today, each of them embodied in interviews with incisive leaders who have used them to break through in their market.

Omnicom Media Group (Malaysia and Singapore) chief executive officer Ranga Somanathan hoped that the guidebook and the presentations by various speakers at the event, would give insight and bring challenger thinking to generate breakthrough for their customers.

In his keynote presentation on Overthrow II, PHD Media (M) Sdn Bhd strategy and platforms general manager Kiron Kesav said the guidebook also included interviews from 18 brands and case studies for better understanding on the matter.

“Every brand has its own challenges and how consumers react to it, ” he pointed out.

Kesav said there were five principles for a brand to stand out — effectiveness over efficiency, attitude over audience, creativity over relevance, technology beneath the surface and share of distinctiveness not share of voice.

He said three factors that served as the fundamental drivers of sales effectiveness were likeability, to be memorable and to excite emotions.

When met later, Kesav said Overthrow I was launched seven years ago on challenger principle thinking and the latest guidebook explained how challenger thinking has shifted and identified 10 strategies on challenger brand thinking.

“Overthrow II is available on Amazon. We have a 160-page coffee table book and 190-page full version.

“All proceeds from the sale of this guidebook will go to charity, ” he said.

Kesav said the guidebook has given a clear view that 69% of people no longer trust advertising, as ads were too personalised and that personal data was exploited by most companies.

At the event, Challenger Icons across five categories were also announced to loud cheers from the audience.

The five are Huawei (for Challenging Through Technology and Innovation), Safi (Challenging Through Product), Samsung (Challenging Through Creativity), Ikea (Challenging Through Attitude) and Nestle (Challenging By Being Closer To The Community).

Yee presented ‘The Story of R.AGE – Challenging the Conventional Norms of Journalism in Malaysia’ to give the audience an understanding of investigative journalism undertaken by the R.AGE team.Yee presented ‘The Story of R.AGE – Challenging the Conventional Norms of Journalism in Malaysia’ to give the audience an understanding of investigative journalism undertaken by the R.AGE team.

Among the speakers at the event included Star Media Group (SMG) Bhd’s R.AGE deputy executive producer Elroi Yee, who presented “The Story of R.AGE – Challenging the Conventional Norms of Journalism in Malaysia”.

He shared how R.AGE has moved from being a youth lifestyle pullout to an investigative journalism platform.

“Our management set us a challenge. If we could make money from video production, we could use part of the revenue to start working on investigative projects, ” he said.

Yee added that R.AGE has won many awards for its investigative stories, which were a hit among its audience.

He said R.AGE has produced investigative or impactful projects including those on refugee rights, human trafficking, drug syndicates, female genital mutilation and undocumented children.

“In 2015, R.AGE released its first-ever documentary — The Curse of Serawan — investigating child deaths in an indigenous village, deep in the Malaysian rainforest, ” Yee said, adding that it has also run a story on Dating a Predator and contributed towards the passing of relevant laws against Child Sexual Crimes.

Yee said R.AGE’s latest project was on the illegal pangolin smuggling trade.

“Everything we learn is service for the public. We do investigations and run solutions.

“Keen to make the world a better place, we feel empowered to make a difference, ” he added.

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