|Day 1: 15 May 2017, Monday|
|7.45 am||Registration and Morning Coffee|
Welcome Remarks by the Chair
Havas Media Group Malaysia
REBRANDING BEST PRACTICES & FAILURES
The Experiences of Brands that Have Evolved & Stepped Up to the Times with Strategic Rebranding
Chief Executive Officer (SEA)
Dragon Rouge, Singapore
Brand Custodians will in time pass by a red flag that clearly states “Rebrand!” History has shown that some act fast; and others after customers have outgrown their brand. This keynote address will unveil through case examples the valuable tips and considerations for effective rebranding.
|10.00 am||Morning Refreshments|
|10.15 am||21st CENTURY vs LEGACY COMMUNICATIONS
How Cultural Insights Are Key to Driving Disruptive Marketing in the New Economy
Chief Strategy Officer
TBWA, Singapore & South East Asia
The world is changing at a pace faster than ever before and with it consumer expectations of advertising and marketing transforming too. Brands that remain stuck with legacy thinking about their communications risk being marginalized, while new rivals steal their share of the future.
This talk will discuss how 21st century communications need to be distinctive in their point of view and stay in tune with changing cultural triggers to be effective – it considers how people behave and how to invite your brand into their conversations in order to create meaningful dialogue, relationships and actions.
This case rich presentation will unveil how brands from a number of disparate categories have successfully engaged and transformed their fortunes through a combination of thought leadership and contemporary cultural insight.
Category cases: Healthcare, Education, Telco, Confectionary, Services
|11.00 am||THE E-COMMERCE OPPORTUNITY
Connecting the Dots from Awareness to Conversion in the Rapidly Growing Frontier of Brand Marketing
Chief Marketing Officer
For a time, brands advertising online had a shaky connection from impressions to sales. With the advent of large e-commerce marketplaces brands now have the ability to reach directly to targeted audiences and become more engaging and relevant to consumers. This inspiring presentation will share details on this key transformation in brand marketing in Southeast Asia and in particular, Malaysia.
|11.45 am||CHALLENGES FROM REGIONAL BRANDS
How to Challenge Regional brands that are Winning Consumers from MNC & Local Brands in Malaysia
Business Group Director
Kantar Worldpanel Malaysia
This trend cannot be ignored! Of late, and increasingly, regional brands have been pulling consumers away from international and local brands in Malaysia. This session will unveil the happenings and actions Malaysian brands can take to manage the challenges arising:
|12.30 pm||BLUE OCEAN BRAND BUILDING
Kupikupifm: The Brand Opened for Business in Sabah - and Now Offers Valuable Insights about the Commercial Potential the State Holds for Brands from Many Product Categories
Director & Co-Founder
Cense Media Sdn Bhd, Malaysia
The state of Sabah may feel distant with huge swathes of green everywhere. But its population of over 3.5 million people must offer brands the opportunity to increase sales revenue – and at a time when brands are under pressure to deliver.
This presentation will share the experience of the new-fangled media brand Kupikupifm – its entry into Sabah, insightful appreciation of the people, and the successful engagement initiatives.
|2.15 pm||MEET THE INNOVATORS!
An Interactive Session that will unveil the drivers and challenges associated with brand innovation, and offer ideas to emulate!
Freda Liu (Session Moderator)
Lead Producer & Presenter
BFM 89.9, Malaysia
Meet the People Who Push the Limits! An Interactive Session! Freda Liu will steer a discussion that will unveil the drivers and challenges associated with brand innovation, from a micro and macro perspective, and discuss what it takes to ensure that innovations in branding will deliver expected ROI.
Be inspired to push the limits of innovation with ideas & insights from:
# Please email any questions you may have for the panel by the 8th of May to: email@example.com.
|3.15 pm||THE “KHIND” CHRONICLES
Despite the Odds, a Malaysian Brand Shares an Inspiring Journey about Winning in a Competitive Category
Boh Boon Chiang
Group Chief Operating Officer
Khind Holdings Berhad
With 6 product categories under its belt, the homegrown Khind continues to stake a claim as a formidable player in the Malaysian Household products category.
This presentation will unveil the journey of Khind, the drivers of its growth in the category through multi-branding, product innovation, market development; as well as managing challenges in the current environment – and the key lessons that Brand Builders can embrace.
|4.00 pm||Afteroon Refreshments|
|4.15 pm||NAVIGATING A COMPETITIVE CATEGORY
Tetley Tea: Now in Malaysia!
Global Head – Business Development
Tata Global Beverages Ltd., Singapore
Tetley, a global brand of the 2nd largest tea company in the world – Tata Global Beverages, was launched in Malaysia earlier this year. This presentation will unveil the growth aspiration and plans that leverage market and consumer insights to establish the Tetley tea brand in Malaysia.
|5.00 pm||End of Day 1|
In addition & in-between for 2 days:
DESIGN THINKING for BRAND BUILDING!
Rumaizon Abdul Malik, CEO,
Ideascape Consulting Group
Presenting 10 Bite-Sized 60-Second Capsules with Ideas & Insights!
Design Thinking is about adopting a culture of customer influenced design, and addresses customer challenges in a radically new way. It can be applied to any aspect of your brand. Pepsi, Airbnb, Toshiba are some of many brands that are benefitting from Design Thinking in a big way.
Rumaizon will present 10 bite-sized 60-second capsules on Design Thinking; and leave you with inspiring ideas for brand development.
Day 2: 16 May 2017, Tuesday
|7.45 am||Sign-In and Morning Coffee|
Opening Remarks by the Chair
Havas Media Group Malaysia
NAVIGATING THE MEDIA & MARKETING “COMPLEXITY”
Balancing Act: Planning, Delivering What’s Right & Relevant For My Brand in This Era of Seemingly Complex Choices
Ramakrishnan C. N.
They say print is dead! Traditional media is to be side-lined! Smaller screens are ruling! Social-Digital is the in-thing! Programmatic buying is taking over! And you need answers for these questions!
|10.00 am||Morning Refreshments|
|10.15 am||SEGMENT POTENTIAL MALAYSIA
Winning in the Moments that Matter to Gen X, Y, Z, Millennials and Silver
Divya Singh, Senior Manager, Client Service, Kantar TNS Malaysia
Pulkit Khanna, Head of Client Service, Kantar Millward Brown Malaysia
This not-to-be-missed case-supported presentation will unveil the status and potential of key segments to be considered by Brand Builders in Malaysia.
|11.00 am||DATA & BRAND BUILDING
How You Can Use Data to Deliver Magical, Mesmerizing & Memorable Customer Brand Experiences
Senior Global Brand Manager
Many organizations of various sizes evolve into “data warehouses” over time. But taking advantage of opportunities that are “hiding” in the data is a challenge. This case-supported presentation will explain what you can do to benefit from data that is often overlooked by Brand Builders.
|12.00 pm||PUTTING STORIES TO WORK
Interesting Ways to Influence People & Build Brands through Impactful Story Telling
Executive Creative Director,
NagaDDB Malaysia &
CEO, Connecting the Dots, Malaysia
Story telling is the most powerful way to put ideas into the world today. This is a valuable opportunity to be inspired on how to put stories to work -- in lives and in bottom lines.
Inspiring engagements and enduring bonds must be the goal of every brand building journey. And it happens when compelling stories are positioned in between the brand and the customer. Compelling stories will stir where it matters – at the heart and mind! Compelling stories can increase brand affinity and saliency.
This interesting case-rich presentation will explain how brand builders can create and deliver impactful personal stories and brand stories.
ANSWERS to CHALLENGES
Mind Connect, Malaysia
Given the challenges in the present environment, many Brand Marketers would like to have these questions answered: How do I manage customers who are price conscious? How do I attract and win customers in a category that is not experiencing significant growth? How will I ensure that a new product launch will succeed today? What should my brand do to remain competitive? How do I manage brand loyalty in an environment of fast switching? These and other pertinent questions will be answered in this case-supported session.
|2.45 pm||From BRAND-LED to COMMUNITY FIRST
Start by Understanding Social Behaviour Before Focusing on Social Platforms!
Chief Strategy Officer
Havas Media Group, Singapore
Snapchat? YouTube? Instagram? Twitter? WhatsApp? Rather than focus on the platforms to connect with audiences, Brand Builders must first figure out WHY they want to use these channels. A compelling idea propagated by a flow of content that is ‘share-worthy’ and ‘share-ready’ is at the heart of successful social campaigns.
And it starts when You understand social behaviour before focusing on social platforms. After that – How do You prioritize social channels? How do You coordinate the various platforms? And steer the customer from awareness to advocacy?
Category Cases: fmcg, services, retail, finance, telco, sports, education
|3.30 pm||Afternoon Refreshments|
|3.45 pm||DEFUSING THE DEADLY DIGITAL TRAPS
Red Flag: The 7 Deadly Traps When Navigating the Digital World; & How Marketers Can Avoid Them
Marketing Director, Fabric Care
Unilever – South East Asia, Australia, New Zealand
As a Brand Builder, you are faced with a multitude of digital tools and technologies, each offering opportunities for your brand and business. But as you embrace the latest and most “in-vogue” platforms and practices, it is crucial to see beyond the hype and jargon that infests the digital marketing world and retain focus on the business goal at hand.
This case-supported presentation will unveil the “7 deadly traps” to watch out for as you navigate the digital world, and what you can do to avoid them as you craft a digital marketing plan for your brand portfolio. Delivered in a distinctive entertaining format, expect practical and relevant guidance that will simplify your journey through today’s complex digital landscape.
|4.30 pm||End of Brandfest 2017|