Branding with bravado

Simple explanation: Carmazzi says branding isn’t just for large companies.

Simple explanation: Carmazzi says branding isn’t just for large companies.

Many people don’t fully understand what a brand is, but those who attended the Global Branding Awards 2015 earlier this month surely learnt more about it.

Leadership guru Arthur Carmazzi got the audience thinking when he asked them to look at the person next to them and tell the person next to them what their first impression was.

“That is brand packaging,” he said at the awards night held in The Royale Chulan Hotel, Kuala Lumpur on June 8.

Organised by the Global Brands Council and The Leaders International Magazine, the event saw some 44 awards being given in categories including SME, MNC, GLC and others.

Carmazzi went on to ask the audience to ask the person next to them about what they like about themselves.

“That is brand promise, and now, ask them what is important in their life, and that is brand value,” he said.

He then had the audience laughing when he said, “If you want to take them home, that is whether the brand is successful or not.”

He said in his opening remarks that building a brand requires energy, a culture of excellence and passion.

Organising chairman Chris Daniel Wong added that sustaining and growing a brand in the market long after the founder had left is vital.

The royal patron of the event, Selangor’sTengku Sulaiman Shah Sultan Salahuddin Abdul Aziz Shah in his keynote address said businesses can only flourish if they can capture the imagination of their customers.

“As businesses become aware of the advantages of branding, investments on branding has increased exponentially in the recent years,” he said.

He said strategies involving advertising, marketing, packaging, product placement and others have continue to evolve at a rapid pace.

“(Branding is akin to saying) I will be there for you, I will go the extra mile for you, or I won’t let you down. But if the customer’s experience does not match what is advertised, it will not make a difference,” he said.

The event saw 17 small and medium-sized enterprises from the textile, education, information technology and other sectors receiving awards in the SME category while larger companies such as Mah Sing Group Bhd and MSM Malaysia Holdings Bhd received awards for the MNC category.