NEWS: 2007
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Maxim Takes the Stage at Action Asia Business Summit
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Maxim Takes the Stage at Action Asia Business Summit
Branding has a natural home in any business forum. Leave it off the agenda and the discussion as well as the outcomes are the lesser for it.
Full credit then to the Asia New Zealand Foundation for inviting Lezlie Mearns, Maxim’s Managing Director, to speak at the Action Asia Business Summit.
The Summit was addressed by a number of overseas speakers as well as leading New Zealand business people and commentators who had experience of Asian markets.
Two of the international speakers were Clyde Pretowitz, President of the Economic Strategy Institute in Washington and H. E. Long Yongtu, former Vice Minister of Trade and Economic Cooperation for China.
Both were very adroit commentators and without ignoring the difficulties, were enthusiastic about the opportunities for New Zealand businesses in Asia.
Lezlie’s address focused on the role of branding as a differentiator both in terms of gaining visibility and ensuring New Zealand products and services possess attributes that set them apart from their competitors.
She also made the point that it is often overlooked that 40% of purchasing decisions are based on country of origin; a figure that is much higher for premium products.
The other significant point made by Lezlie was that business leaders need to be more involved in both providing the leadership for their company’s brand and being active participants in developing the attributes that define Brand New Zealand. Currently the country's physical characteristics dominate the New Zealand brand - "So perhaps we are half there," suggested Lezlie.
Full credit then to the Asia New Zealand Foundation for inviting Lezlie Mearns, Maxim’s Managing Director, to speak at the Action Asia Business Summit.
The Summit was addressed by a number of overseas speakers as well as leading New Zealand business people and commentators who had experience of Asian markets.
Two of the international speakers were Clyde Pretowitz, President of the Economic Strategy Institute in Washington and H. E. Long Yongtu, former Vice Minister of Trade and Economic Cooperation for China.
Both were very adroit commentators and without ignoring the difficulties, were enthusiastic about the opportunities for New Zealand businesses in Asia.
Lezlie’s address focused on the role of branding as a differentiator both in terms of gaining visibility and ensuring New Zealand products and services possess attributes that set them apart from their competitors.
She also made the point that it is often overlooked that 40% of purchasing decisions are based on country of origin; a figure that is much higher for premium products.
The other significant point made by Lezlie was that business leaders need to be more involved in both providing the leadership for their company’s brand and being active participants in developing the attributes that define Brand New Zealand. Currently the country's physical characteristics dominate the New Zealand brand - "So perhaps we are half there," suggested Lezlie.