Philippine Retailing 2019 Philippine Retailing 2019 Q4_Digital - Page 15

FEATURE AMOR THE FOR BRAND MARKETING Amor. Spanish (noun) love. Her name truly resonates her passion in what she does. Globally-award winning brand architect Amor Maclang is and has always been championing marketing as a force for good. Her projects demonstrate that you can hit your business goals while still doing good for the country. The Philippine Retailing talked with Amor to learn about what she does as a leading communications, marketing, and public relations forerunner, and more about digital transformation and how companies should align their advocacies with their brands. Philippine Retailing: Why did you decide to go into marketing and brand crisis management? As a nationalist, the most important brand for me is brand Philippines. Our reputation is in many ways the reputation of our national brand. I want the world to see us, from the perspective of investment, tourism, and opportunity, as a resilient nationalistic company who deals with issues effectively. This was what first pushed me to do marketing and brand crisis management. As a brand architect what do you exactly do? The first step to being an effective brand architect is to understand that using brand architectural jargon actually gets in the way of creating an effective brand. Brands are collaborations between the company, its employees, its customers, and the public. No one makes a brand by themselves. A brand is an agreement. To help bring clarity to management about what they’re trying to secure in terms of brand reputation is an important step in ensuring a brand can actually generate equity. There are many ceremonial brands out there that are simply names and logos, and mission-vision value statements that nobody actually cares about. They are there to simply provide the veneer of professionalism. But that’s not what an equity-generating brand is. Equity-generating brands create value, create real returns of investment, and make a huge difference in terms of the company’s ability to do business. While we know that the digital transformation has brought a lot of benefits in marketing? What is/are the biggest challenge/s for businesses today in terms of marketing in the digital world? The biggest challenge in marketing in digital today is cut through. Most data now is received through the small screen of the smartphone. There are so many data and entertainment options available. So many things to read, so many things to watch. So, creating access and penetration required is more challenging today than it has ever been before. This is why the future of marketing is not going to be what you would call a "simple technological play." But it is going towards technology, combined with networks and partnerships that create integrated communities that you can communicate, which will become the real power in terms of creating perceptions, circulating promotions, and building brands. We’ve noticed that a lot of brands today are incorporating advocacy with how they market themselves to the public. Is it necessary, and what tip/s would you give brands in terms of choosing their advocacy? Yes, it’s more critical now than ever before. What you would choose is what you call a ‘business-aligned advocacy.’ This is an advocacy that’s directly connected to your brand’s purpose. If you’re a sardine company but you plant trees, it’s misaligned with your brand and, therefore, wouldn’t be remembered by the public very easily. On the other hand, if you are a sardine company and you’re practicing ocean clean-up and sustainable aqua culture, then that’s something you can include in the can. It should be part of your brand, not just simply something you do. In your website, you mentioned about thinking transformatively as one of your thrusts? How are you able to do this, can you share some of your past works as examples? To think transformatively is to come up with insights that reimagine the world. Everyone thinks that transformative creativity comes from trying to come up with a new way of doing things. But you can’t come up with a new way of doing things if you don’t come up with a new way of understanding things first. This is where we the imagination takes place. How do you see brand marketing transform or evolve through the years? What are the opportunities for brands in relation to these foreseen changes? Brand, in some ways, was hijacked by people who design logos and taglines. And somehow people thought that was a brand. But that’s like saying the wine bottle is the wine. It’s not. Brand is reputation, and brand is reputation into revenue. The Philippines is trying to catch on to the idea that your brand needs to have a monetary number attached to it. Otherwise, why bother having a brand? It’s no longer a discussion about what your logo looks like, or what your tagline is. It’s about how much your brand is actually worth. If you can’t have that conversation, then you need to get off the stage. Everyone thinks that transformative creativity comes from trying to come up with a new way of doing things. But you can’t come up with a new way of doing things if you don’t come up with a new way of understanding things first. This is where we the imagination takes place.