Passion and a clear focus on strategy will ensure success in marketing field: Nasser

With the on-going SLIM Brand Excellence campaign drawing the attention of those in the marketing industry, we thought it appropriate to put a few questions before the head of the judging panel for the year 2016. Softlogic Retail (Pvt.) Ltd CEO Nasser Majeed comes with over 30 years of experience in the marketing world. Having worked in the United States and Indonesia, Majeed is one of the most respected professionals in the industry, whose views are not to be taken lightly by any aspiring marketer in the marketing industry. 

What kind of standard do you expect to see in this year’s applicants? 

As we are in the 15th edition of SLIM Brand Excellence, I have no doubt that the entries will reflect the highest of standards. I also have a firm notion that it will be a very keen contest this year. We are happy to see many new entries and young entrepreneurs showcasing their success stories, which reflect well for the development of local brands.

What key characteristics do you think a brand marketing organisation must reflect in order to receive due recognition? 

Professionalism and focus on strategy. Organisations with such characteristics reflect a common thread following through from their intent to processes and hence give them a platform to launch strategic and sustainable communication, which no doubt builds brand equity in the long term.
As the head of the panel of judges, what qualities do you feel most valuable in a professional in the field of brand management and marketing?

If you are not a passionate person, marketing is not the profession for you. Tenacity, empathy and curiosity will also help you to be one step ahead of the competition.

What strategic process does the panel of judges intend to use in order to select the best of the best?
The strategy has to ensure that the best are chosen. All entries will be evaluated by at least four judges and if in their collective opinion the entry deserves at least a bronze medal, such applicants will be shortlisted for the final round. In the final round the applicants will face a minimum of seven judges and those selected for major awards like Product, Service and Overall Brand of the Year will face the full panel of judges.
Judges with a conflict of interest with the entries or the industry will opt out of the judging of these entries.