7 viewpoints on Asia’s Brand of Leadership: topics from the SHAPE THE WORLD conference

Asia is home to the world’s fastest growing economies, yet many feel that Asian thinking does not shape its markets.

Asian leaders will share ideas in business, design and world affairs at the upcoming SHAPE THE WORLD Conference on Monday, October 22 at The Fullerton Hotel in Singapore.

“How can our organisations emerge as leaders in this changing business landscape?” asks the conference leaders, “What will it take to seize the mantle of leadership and shape the world socially, politically and economically?”

Here are 7 topics about the role of Asian brands in shaping a new Asia and how a new mindset needs to emerge to truly lead. 

1. What is Asia’s Brand of Leadership? 
Are we prepared for Asia to lead?
Mr Lawrence Chong, Chief Executive Officer at Consulus, Singapore 

2. A New Asia Requires a New Philosophy 
The unique trait of Southeast Asian organisations is our inclusiveness. Can that be relevant in the business world? Instead of rushing to adopt Western business approaches, learn about how Asian values can guide our approach in grooming business leaders.
Prof Dr M Din Syamsuddin, Chairman at Muhammadiyah, Indonesia 

3. Asian Leadership Requires Innovation 
Why is innovation necessary for Asian companies? Understand how to grow your business value chain, increase profit margins and drive overall performance.
Dr Low Lee Yong, Founder and CEO at MHC Asia Group, Singapore 

4. Panel Discussion: How Can We Create More Asian Leaders? 
Asians are known for being good managers, not good creators. To lead the market instead of waiting for the West to create demand, we need to secure talents to grow the enterprise. Hear from a panel of business leaders about how we can create an environment that will attract, nurture and retain leaders throughout the organisation.
Moderator: Mr. Idris T. Vasi, Chief Executive Officer at DST Group, Brunei Darussalam
Panelists:
Prof Dr M Din Syamsuddin, Chairman at Muhammadiyah, Indonesia
Dr Low Lee Yong, Founder and CEO at MHC Asia Group, Singapore
Mr Adrian Mok, Managing Director at Hivelocity Pte Ltd, Singapore
Mr Lawrence Chong, Chief Executive Officer at Consulus, Singapore 

5. Imagining new ways for the Asian Sport 
What is the role of branding in transforming the industry? Hear how a purpose-driven brand has built brand association through leveraging events and experience design.
Mr Adrian Mok, Managing Director at Hivelocity Pte Ltd 

6. Nurturing Leaders within Our Organisations 
Traditional HR investments end up being a large cost when employees you’ve carefully groomed leaves for a rival. Looking at it from a different angle, how can you align personal agenda and motivations with company values to grow talents within? This session will leave you with ideas and tools you will need to develop the leaders your organisation needs.
Ms Helena Pham, Senior Manager at Consulus, Vietnam 

7. Creating a Unique Culture to Drive Business Performance 
Core values are more than an aspiration and can be used to guide human behaviour within the organisation. Learn through case examples how company policies can create an intrinsic motivation for employees to work towards the goals of the organisation and increase business productivity.
Ms Tang Ying Chun, Strategy Manager at Consulus, Singapore

You can learn more at www.consulus.com/seminars

In October 2008, I was fortunate to receive a Brand Leadership Award from the Asia Brand Summit.  And as I've continued to work with clients all around the Asia Pacific region -- from India, China, Singapore, Philippines, Taiwan, Korea, and more -- I have enjoyed the many perspectives on successful brand strategies.

3 of our clients receive “Brand Leadership” awards from World Brand Congress

The World Brand Congress has bestowed its “Brand Leadership Award” to three of our health science and technology clients.  It is described as the most prestigious award an individual can receive at the World Brand Congress. 

The three award winners from our industry sector are:

• John C. O’Rourke of DuPont
• Hans J. Ahl of EMD Millipore
• Richard Yao of Merck Chemicals (Shanghai) Co. Ltd.

Mr. O’Rourke has been a guiding force in maximizing brand value for global blockbuster blood pressure drugs Cozaar (losartan potassium) and Hyzaar (losartan potassium and hydrochlorothiazide). Cozaar and Hyzaar were developed by DuPont scientists as the first drugs of their class, and launched in 1994 through a joint venture between DuPont and Merck & Co. At their 2009 peak, they were Merck's second highest revenue generators with worldwide sales of totaling $3.6 billion.  From his DuPont management positions in pharmaceuticals marketing, business development, and joint venture liaison, Mr. O’Rourke has led with both his expert knowledge and marketing passion to maintain the industry-recognized brand valuation of Cozaar/Hyzaar.

Mr. Ahl is a senior leader with more than 25 years of sales operations and brand development experience for EMD Chemicals.  He led the multinational European life science sales operation, the Asia Pacific Latin America team, and now, because of his year over year double-digit sales and margin improvements, he manages the Global Sales Operation including the North America sales team from San Diego. He has been a key member of the integration team during EMD’s merger with Millipore.

Mr. Yao is a senior brand executive with exemplary sales and marketing success at the chemicals unit of Merck KGaA, with China operations headquartered in Shanghai.  He plays a key role in establishing and implementing international sales and marketing strategies in the competitive China marketplace. He facilitates the brand success in this market environment with his highly regarded management approach. 

All three recipients exemplify the qualities of a Brand Leader through their years of being the driving force behind major health science and technology brands.  We’re pleased to see executives of their caliber representing our industry and receiving such recognition.

The World Brand Congress and award presentation was held November 22-24 in Mumbai, India and represented 60 countries.

A 4-part model to create brand CHEMistry with your customers: Presentation to Asia Brand Congress in Mumbai.

Here’s a summary of the talk I’m giving today to the summit attendees:

Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives.

This presentation offers a creative innovation model that leverages a concept I call the science of "bio-branding." The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for pharmaceutical, diagnostic, and life science marketers. Yet, its principles also can be translated to other specialty and professional market sectors.

The goal of the innovation model is to captivate customers in ways that go beyond traditional “interruptive assumptions” of advertising.


Presenting C.H.E.M.

In this presentation, I will share a high-level summary of conclusions from:
• Literature review of major academic journals, trade publications, and branding books
• Market research findings from 36 U.S. and Global launch programs
• Experience with more than 100 different brands developed and/or supported by our consultancy

The result of this research and experience is a brand innovation tool with a memorable acronym – C.H.E.M.

By applying the tool, a marketer can truly create brand CHEMistry with your customers.



Overview of C.H.E.M.

C = Connect
Purpose: Fit in their world, not try to disrupt it.
Action: Identify your true target audience(s). Then determine how to connect with these individuals through meaningful and relevant messaging. This connection is the start to the most effective brand efforts.

H = Honest
Purpose: Utilize your best data, not distort it.
Action: An honest information exchange allows external points of view into a discussion and enables your audience to open up and share their issues, concerns, or complaints. This allows true understanding of the customers’ circumstances. By initiating the conversation, then listening, you create an open and honest dialogue and valuable customer response. In this step, also examine claims to ensure the most accurate data is presented.

E = Easy
Purpose: Simplify communications, not make it more difficult.
Action: Not only ensure that your customer materials are easy to read and understand, but also introduce “easy” potential solutions relevant to the customers’ needs. Helping customers understand the value of your solution and how it positively relates to them, creates positive associations and brand loyalty.

M = Motivate
Purpose: Show customers how to take action, not demand it.
Action: Encourage action by offering your audience a clear, simple first step toward a goal in every communication. This step ensures you show how and where to take action. Ongoing, active participation from customers, as well as clients and consultancy, will lead to more proactive communication, meaning brand longevity.



Applying C.H.E.M.

When you put the C.H.E.M. model to work, you can benefit from greater control over brand development, communications, advertising, public relations, web marketing, personal selling, service, and more.

Begin to apply C.H.E.M. now to move your brand forward...fast
• Define both a quality offering and a quality experience
• Understand what positive brand associations you can create
• Learn what your brand really stands for – and the attitude it projects
• Shift from brand memorability to brand loyalty