By Martin Roll (auth.)
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Additional info for Asian Brand Strategy (Revised and Updated): Building and Sustaining Strong Global Brands in Asia
CMOs generally have to work harder to justify their places on boards, a consequence primarily of legacy mind-sets. CFOs are considered pragmatic while CMOs have to prove that they are not only marketers but also individuals with strong commercial acumen and the ability to deliver growth. 4 Ten CMO leadership principles 1. Elevate the marketing function (CMO). 2. Think like a leader – act like a challenger. 3. Be bold! Differentiate! Be aspirational. 4. Involve all stakeholders. 5. Balance brand promise with brand delivery = touch points.
Furthermore, it requires insights and knowledge about the society and cultures the brand will be part of as it heavily influences decisions around the brand. A strong brand arises from the synergy between what the corporation aspires to become (the brand vision) and how well its aspirations (the actions taken by the company) resonate with target customers who are strongly influenced by the surrounding society and its norms, beliefs, cultures, and many other intricacies. Brand building is therefore strongly related to how well the corporation understands consumers, markets, and upcoming trends, and how effectively it responds to them.
Asian business leaders can help to build their brands by appearing more outside the boardroom, and acting as the primary spokespeople of the brand vision and identity, internally and externally. This can add tremendously to the success and cost-effectiveness of the brand. The success of the UK-based Virgin Group, led by its legendary founder and CEO Sir Richard Branson, is indisputable. Branson has been successful mostly because of his ability to attract media attention for the company’s widespread activities and worldwide marketing launches.