In the next five years, we will see a rapid changing landscape across
the globe, where the opportunities for businesses to benefit from
corporate and product branding efforts will be larger than ever before.
The growing emphasis on branding will move up the boardroom agenda and
VentureRepublic strongly believes that branding will become one of the
most prominent drivers of value across the globe in the next two
decades. Businesses with a sustainable business model and with a
visionary and passionate CEO with branding talent will benefit from the
rising opportunities for competing in the modern market place and
potentially taking on the global scene.
It needs to be no less than the CEO who embodies the branding efforts
and serves as the company's and thereby the brand's primary advocate and
nurturer. The approach is particularly well suited to companies whose
top executives have a passion and talent for brand strategy, but in
tomorrow's tough environment all top-executives must be able to
represent and lead the brand. World-class companies like Sony, Virgin,
Starbucks, Microsoft, Nokia, Giorgio Armani, Singapore Airlines, LVMH,
L'Oreal and Nestle all meet that description. Their top executives are
directly involved in leading the branding vision, strategy and
implementation, and spend a significant amount of their work hours to
drive their brands forward and to achieve even better results.
Tomorrow's CEO must be a brand champion who leads corporate and product
branding strategies, all strategic brand-portfolio decisions and
constantly monitors the implementation of the brand locally, regionally
and globally. A strong CEO has credibility and respect not only because
of business talent and organizational power but also because of the
depth of experience, knowledge, and insight. A suggestion from a
visionary CEO with branding talent and managerial experience in branding
and marketing is the key driver of the branding efforts and results in
any successful organisation - internally and externally.
But having the branding know-how and sophisticated marketing technology
is no longer adequate. The modern business leader needs to be a complete
player, who covers a broad range of managerial capabilities and
experiences, and have the vision to constantly monitor and improve.
Being a marketing wizard is no longer enough. One also has to be an
excellent business leader and a passionate brand marketer with a truly
||Get regular updates on Branding Excellence and VentureRepublic. Enter your email address and submit TODAY.
"Martin is a top tier executive, business consulting professional
whose accomplishments when it comes to branding excellence,
leadership and Asian knowledge, are second to none.
He is bright, articulate and freely shares his knowledge with
wit and directness. He approaches both life and the consulting
process with integrity, knowledge and a "can do" attitude. I would
recommend him without hesitation."
Michael Aagaard Andersen
"Building successful global brands is - and will be - critical for the rapidly increasing
number of Asian champions on the global stage. Martin Roll provides a compelling and practical
roadmap on how to do this based on his extensive experience advising Asian corporations."
Worldwide Managing Director
McKinsey & Company
"Asian Brand Strategy is an important handbook for Asian executives
aspiring to build strong brands. It provides a solid foundation for future success in the global market place."
John A. Quelch
Lincoln Filene Professor of Business Administration Harvard Business School and Chairman of the Academic Council at CEIBS