CHANGING trends and unconventional market influences will force traditional businesses to rewire their strategies to be more competitive in their respective industries, according to an internationally renowned growth and communications expert.
Luke Lim, Asia’s award-winning brand guru, founder and CEO of the Singapore-based brand growth and communication partner firm, A. S. Louken Group, said “the tides have changed and more and more companies now shift from the traditional business models to omni-channel strategies to suit consumer demands.”
“With new kids on the block coming onboard with their unconventional disruptive influences, traditional businesses will have to revisit their strategies to renew their competency levels,” Lim stressed, who also underscored the importance of branding in becoming more relevant in today’s market context.
Lim is the author of Asia’s best-selling book on branding, Secrets of the Little Red Cow. A.S. Louken Group, an award-winning brand growth consultancy is behind the branding of Bread Talk, Marie France, Swatch, Charles & Keith, Philips, Fila, Pho Hoa, Toast Box, Ben & Jerry’s, and many other famous global brands.
Due to the speed of connectivity and innovation in technology, he said, “Many businesses find themselves grappling with new disruptive influences while facing competition from global players; branding helps to increase the level of engagement with consumers, thus creating differentiation, which is extremely important for businesses especially those in the retail industry which tend to be consumer centric.”
Hence, positioning the brand based on its competitive advantage, target audience, frame of reference and reasons to believe in the brand are necessary factors to make a particular brand stand out, he pointed out.
Lim explained that “one must also understand the mission centricity of the brand before expressing its unique strength and value proposition,” adding that “brand centric businesses not only gain clear understanding of their brands and how to increase its value, but also assist in the clarity of their brand messages while meeting the business objectives.”
Lim is one of the over 40 speakers who will share their insights on the trends and updates on the global retail and marketing industries during the 17th Asia-Pacific Retailers Convention and Exhibition (APRCE) 2015—the biggest and most important retail industry event in Asia Pacific—slated from October 28 to 30 at the SMX Convention Center at the Mall of Asia Complex in Pasay City.
He will disclose how he trailblazed today’s most successful Asian brands and teach CEOs how to develop their brand vision and apply strategies on how to cascade core brand messages to their own people and customers.
A.S. Louken has been operating in more than 11 countries for over 17 years, and has worked with over 600 brands globally and in Asia
The Philippine Retailers Association, the country’s recognized organization of retailers and suppliers to the retail industry, hosts the 17th APRCE, which is organized by the Federation of Asia-Pacific Retailers Association, the regional organization of 17 recognized national retail associations in the region which is expected to attract over 2,000 foreign and local retailers and retail executives from 17 member-economies in the Asia Pacific.
The three-day event aims to explore and discover new approaches to issues facing the region’s retail industry and highlight innovative solutions that can help retailers differentiate themselves from competitors, and to deliver greater value to consumers.
The Manila APRCE 2015 is copresented by the Tourism Promotions Board, The SM Store and Wyeth Nutrition. With Bench, Flight 001 and Penshoppe as platinum sponsors; Robinsons Malls and Ayala Malls, PLDT Alpha, Megaworld, Unilab, Mercury Drug as gold sponsors; Duty Free Philippines, HP, Wilcon Depot, Kojie-san, Celine, MET Tathione as silver sponsors; Araneta Center as bronze sponsor; Philippine Airlines as official carrier; MasterCard as preferred card; Sportshouse and Heritage Multi-Office Products Inc. as sponsors; Solaire Resort and Casino Hotel as official partner hotel; Shook Kelley and IGD as special session sponsors; Media Blitz Group as official media and public relations group and convention organizer; Retail Asia as official international publication; Asia Pacific Travel Retail Association as partner organization; Fascin8, as official digital advertising partner; Retail Customer Experience, Asia Briefing, Inside Retail Asia and Oxford Business Group as digital media partners.