MTI Consulting

Hilmy Cader knows brands like the back of his hand. As chairman of the awards committee at last year's SLIM awards, and as a marketing consultant to many multinational corporations, he knows exactly why brand marketing is coming under increasing scrutiny. LMD asked Mr. Cader for his thoughts on the forces that shape modern branding and how marketers can be more accountable.

1. How has the role of brand building changed?

The purpose of brand building - as the route to long term secure brand profitability - still remains unchanged. This needs to be pursued. However, today there is greater pressure to achieve short term results. The stock market and their pursuit of short term trading gains, has precipitated a vicious effect. Ceo's keep playing for the next quarters stock price.

Linked to this, is the increasing job turnover of marketers. Which means, they look for short term impact

2. How should marketers respond to increasing pressure for short term results?

- Recognise that this pressure is here to stay. It will amplify in the future.
- Spend time and resources working on both short term and long term initiatives at the same time. Invest in the future.
- In the inevitable situation of having to use short term activities, attempt to integrate some form of brand equity as part of the short term proposition.
- Realistic expectations. Focus, focus, focus on your key capabilities, rather than pursuing all segments!

3. What must the 'brand guardians' be focused on?

Today, the brand guardian (rather brand-centric managers) are more focused on short term results, fancy A&P campaigns, with no sense of marketing accountability. In fact, the whole of the marketing profession is under attack (in survey after survey worldwide) for the lack of marketing accountability.
Brand managers should be held accountable for the equity value of the brand, not just annual sales. Which means, brand equity needs to be measured. In addition to the traditional brand management role, it appears that we need a higher or independent authority in the organisation to play the role of brand equity manager. Similar to the role of quality control manager.

4. Should ad agencies be equally accountable? Why?

Absolutely. But it takes two hands to clap!

If and when brand managers (and the rest of the marketing hierarchy) are held accountable for their brand investments and the resultant brand equity, they will in turn demand greater accountability from their Marcom service providers. And it will continue to have a vicious, but positive impact in all aspects of business.

Good market research is fundamental for this process. It also calls for a cultural change, rather a cultural revolution in some cases!

5. Is the advertising agency ready for this challenge?

Traditional Ad Agencies (offering traditional mass media solutions) are certainly not. Neither is it fair to expect them to do so, given how they are managed by clients.

Greater marketing accountability will call for integrated marketing communication solutions - based on consumer life style and buying habits. Some agencies are making the change and these agencies will have a head start.

The message is simple: Do Lunch or Be Lunch

6. What are the best examples of brands that have stood the test of time?

A quick look at the Inter-Brand's top global brands will show that brands like Mcdonalds, Coca-Cola, Disney, Kodak, Sony and Gillette have stood the test of time.

Even in Cyberspace, these brands have a better chance of success than the cyber-born brands. There is no alternative to trust built up over the years (provided the brand values are still relevant to the current consumer)

7. In the Sri Lankan context?

Anchor Milk, arguably the biggest brand in the country, has continued to gain market share in a category where promo-addiction is the norm.
Dilmah is doing a great job building a global brand, in category that is fiercely competitive. While most of the Sri Lankan brands of tea are busy cutting prices and selling generic versions in the global market, the Dilmah brand is growing stronger.



 

Dialog Telekom has just completed a year long research-based consulting process with MTI Consulting that focused on the Dialog Brand Architecture - in preparation for the Company's aggressive expansion plans in the Information, Communication and Entertainment (ICE) Domains. The new strategy is being progressively being rolled out.

Commenting on the project Nushad Perera said that "The Dialog Brand is one of our most important asset; therefore it needed a highly scientific, proven contemporary approach to developing the brand strategy. MTI was able to bring a healthy blend of international expertise and local insights - delivered in a highly inclusive manner that saw the active participation of our senior management."

Since their inception in 1997, MTI Consulting has worked in 33 Countries across 5 Continents. This includes international companies and brands such as Addidas, American Express, Birla, Cargill (USA), Citibank, DuPont, Fonterra, Fuji, Kenwood, Mercedez, Triumph, Standard Chartered, Philips, Ralston Purina, Vodafone.

In Sri Lanka MTI has worked with the likes of Aitken Spence, Bank of Ceylon, CIC, Delmege, Dialog, Dipped Products, DIMO, Hayleys, Hameedia, Hemas, HNBA, LOLC, MAS Holdings, McLarence, Nisol, NSB, Sri Lankan Airlines, Sinwa, SLT, Phoenix, Unilever, Chartered Accountants - to name a few.

Photo: Dialog CEO Dr. Hans Wijayasuriya and MTI Consulting CEO Hilmy Cader at the successful project conclusion, watched by Dialog Group CMO / CEO of Dialog TV Nushad Perera and MTI Sri Lanka Country Representative and Senior Business Analyst Suanthri Abeysundera



 

MTI Consulting has been retained by American Express (Amex) to develop and deliver a strategic brand initiative called LIVING THE AMEX BRAND, covering the North African and Middle Eastern operations.

This research based customized initiative revolves around the Amex Brand Promise, the Amex BlueBox Values and the Amex Brand Vision, which is to be the Most Respected Service Brand in the World. As per Interbrand 2002 rankings, Amex ranks as the 15th strongest brand in the world.

As a part of these programs MTI has developed the "Amex Service Profit Chain" and the "Amex Blue Wall" consisting of 12 Amex Moments.

Photo :
At the launch of the initiative, MTI's CEO Hilmy Cader with Amex Head of Regional Operations ( North Africa and Middle East ) Zoran Novakovic and Rabab Alghawas of Amex.
 

\Sri Lanka Telecom has selected MTI Consulting as their Brand Strategy Consultants, with the strategic intent of strengthening the SLT Brand.

Considered to be one of the largest Brand Strategy Assignments in Sri Lanka , the process of selecting a Brand Strategy Consultant has been an intensive one for SLT, with several of the global names in brand consulting competing for it, over several rounds of evaluation.

"At Sri Lanka Telecom, we realize the importance of Brands and Branding as a means to gaining and retaining valuable customers. We feel it is time we developed the SLT Brand, which requires a healthy blend of Corporate, Product and Service Branding - in an integrated manner" said Mr. Shuhei Anan, the CEO of SLT.

Hilmy Cader, the Bahrain-based CEO of MTI Consulting cited several reasons that make Brand Experience Management an organization wide competency and as a source of competitive advantage. He highlighted the challenges of transforming 'Legacy Brands' in the face of competition from much younger brands. The scope of this assignments covers: Value Proposition, Brand Architecture, Brand Positioning, Service Branding, Audits and Measurement.

SLT, which is part owned by NTT Communications, is Sri Lanka's undisputed market leader in the telecom industry, offering the full range of Residential, Mobile and Business Connectivity Solutions. SLT is Sri Lanka 's only corporate entity to issue an international bond.

MTI Consulting is a British Virgin Island Registered and Bahrain Headquartered Strategy Consultancy that has an impressive track record since their inception in 1998.

They have worked with over 220 businesses & brands across 27 countries in 4 continents. Among the projects that MTI have worked internationally includes Ralston Purina / Agribrands, Dupont-PTI, DHL, KPMG, New Zealand Milk, American Express, Standard Chartered. In Sri Lanka , MTI Consulting have worked with the likes of SriLankan Airlines, Hayleys, Bank of Ceylon, MAS Holdings, Aitken Spence, Dimo, Delmege, EDB, McLarence.

MTI will be managing this project for SLT using a blend a resources from their European, Middle East and South Asian Operations.

Photo: After the signing of the agreement are SLT CEO Shuhei Anan and MTI CEO Hilmy Cader