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| Sunday, 5 June 2005 |
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Business |  |
| News Business Features Editorial
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Breakthrough for local brand building with Triad The latest trends in the world show that multinational brands are adopting the positioning of the high performing local brands, as the only option to gaining market leadership status and improving their profit margins. This would pose a threat to emerging local brands which have the power to become the preferred choice of the patriotic and discerning local consumer. It is in this background that Sri Lanka's premier advertising agency Triad Advertising invited the international branding specialist Philip Goodstein to share his thoughts and experiences on the subject. As the Managing Director of the newly opened branding consultancy Brand Partners in Sri Lanka, Philip is focusing on offering the much required global expertise to build local brands. Philip has over 30 years' experience working successfully in marketing and advertising across three continents - Europe, Africa and Asia. He has worked on global brands as diverse as American Express, Nestle Foods, Unilever, Detergents, Heineken, Shell, Lipton Teas, Colgate Toothphase, Pepsi and IBM. Before the advertising giant Ogilvy and Mather ventured to Japan and China, Philip was called upon to study the market and give his recommendations as to whether these particular markets would be fruitful to establish O & M offices. Philip has chosen Sri Lanka as his new home and company base because he feels that this is a growing, developing market. The main topics covered during the workshop were what is branding, what is good and what is bad branding, developments in branding techniques, new trends in branding, what the global marketers are thinking and doing and the opportunities for Sri Lankan brands. In addition to sharing his views and learnings on this subject there was an informal exchange of ideas and insights on how Triad, a local integrated communications company could contribute towards strengthening local brands. According to a spokesperson for the company "building local brands and
inspiring consumers to choose local brands vis-a-vis their multinational
competitors, is the only way we as a patriotic corporate citizen can help
strengthen the national economy. This initiative will assist local
entrepreneurs grow their businesses and in turn create job opportunities for
the people of Sri Lanka". |
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