Marketing Masterclass with Martin Roll

Registration08:45 hrs -10:30 hrs
Inaugural Session09:45 hrs -10:30 hrs
Session 1 & 2 11:00 hrs - 14:00 hrs
Lunch 14:00 hrs - 15:00 hrs
Session 3 & 4 15:00 hrs - 18:00 hrs

Asian Brand Strategy

11:00 hrs - 14:00 hrs

Session I & II

The face of business in Asia is changing faster than one can blink one’s eye. Asian companies that used to be back-end workhorses, manufacturing consumer goods cheaply for Western companies, are slowly realizing the benefits of brands and innovation. A rapidly changing landscape will emerge in Asia over the next 5-10 years, where the opportunities for Asian companies and young start-ups will benefit from better and stronger competitive positions than ever before.

Many Asian firms, however, still view branding as advertising or logo design. If firms are to benefit from branding, they must recognize that it impacts the entire business – the structure, goals, attitude, and the very outlook of those in the boardroom. The primary objective of boardrooms is to build and sustain shareholder value and deliver competitive returns to shareholders. At the same time, branding is a very effective catalyst for better leadership and helps the boardroom to drive a shared vision throughout the organization. The growing emphasis on brand strategy to drive shareholder value and competitiveness will move up the boardroom agenda and become one of the most prominent value drivers in Asia in this century. Building successful global brands is - and will be critical for the rapidly increasing number of Asian champions on the global stage.

In this session, Martin Roll will provide a compelling and practical roadmap on how to do this based on his extensive experience advising Asian corporates. Offering insights, knowledge and perspectives on branding as a strategic tool for Asian businesses, Martin Roll will define The 10 Brand Leadership Principles that will drive breakout success, sustain profitability and financial impact in this century for Asian businesses.

Topics of Deliberation:

  • The rise of Asia.
  • Brand building for Asian boardrooms.
  • How branding becomes a business catalyst.
  • Brand Purpose.
  • Brand Positioning.
  • Brand Management Model.
  • Asian Brand Leadership Model.
  • Celebrities as potential brand endorsers.
  • Country of origin effects.
  • Brand Management Model.
  • Identity myths & storytelling.
  • AI & brand strategy.

Family Business Strategy

15:00 hrs - 18:00 hrs

Session : III & IV

Family firms account for a majority of global companies, they provide 70% of the global GDP and 60% of global employment. They are a key driver of global business and growth, so their sustained long-term value creation is important for the global economy.

However, the long-term success of family firms is not given, and it is not an easy task to succeed across multiple generations.

Many complexities are involved when ownership, management and family roles tend to overlap with less clear distinctions between them. How do family business owners, leaders and the next generation cope and prepare for the future?

A Chinese proverb states that “wealth shall not pass three generations”. The first generation builds wealth, the second manages it, and the third generation destroys it.

Successful family businesses must have a clear view of what the family and the business bring to the world, why it matters to multiple stakeholders, how the family will structure ownership and lead the business, and who in the family will be responsible for doing it.

Indian family businesses have an important role to play in the economic rise and prosperity of the region as they drive innovation, entrepreneurship and investments across sectors and industrial verticals.

Family firms often have an advantage when it comes to building trust with stakeholders and managing strong brands. The reputational effects can be significant.

The session will contain strategic frameworks, cases, and concrete examples of how family businesses can drive multi-generational sustained long-term business and society impact.

Topics of Deliberation:

  • Building a family business strategy.
  • Succession and next generation.
  • Professionalization and governance.
  • Family business branding, identity, and reputation.
  • Branding and reputational assets.
  • The trust factor in the family business.
  • The Family Business Strategy Model.
  • The Family Business Brand Model.
  • Family office strategy.