Winning strategy: Havas Malaysia chief executive Nizwani Shahar. She says creativity ensures that an advertising message resonates and stands out.
PETALING JAYA: Creativity and the ability to attract the attention of consumers are the hallmarks that drive brand awareness.
The Branding Association of Malaysia and advertising agency leaders are in consensus that the two elements are key in boosting consumer awareness for brands on the whole.
The association’s honorary president Datuk Eric Chong told StarBiz that brand awareness is driven by a combination of creative content and the ability to attract consumer attention.
Creative content is essential because it differentiates a brand from its competitors and makes it memorable. However, the ability to attract and sustain consumer attention is equally crucial, he added.
“Therefore, brands must focus on creating content that not only captures attention quickly but also holds it long enough to make a significant impact,” he noted.
Branding Association of Malaysia honorary president Datuk Eric Chong
According to a study by Australia-based tracking-technology company Playground xyz, it takes just 1.4 seconds of consumer attention to drive a 10% lift in brand awareness at the top of the engagement funnel. For mid-funnel results, a longer attention threshold of 1.6 seconds is required for consideration, and 3.9 seconds for prompted recall.
The study highlights that optimal attention, rather than maximal attention, is key to unlocking the full potential of brand outcomes.
Playground xyz has built the world’s first technology stack that integrates visual attention measurement, analytics and media optimisation called the Attention Intelligence Platform.
Headquartered in Australia, the company has offices in Singapore, Britain and the United States.
Apart from consistency, engagement, word of mouth, influencer marketing, advertising and public relation, Chong said it is also essential for brands to continuously monitor and adapt to changing consumer behaviors and market trends.
“Utilising data analytics can provide valuable insights into consumer preferences and the effectiveness of various marketing strategies.
“Brands should also invest in building a strong emotional connection with their audience, as this can lead to long-term loyalty and advocacy.
“Finally, transparency and authenticity are increasingly important in today’s market, as consumers are more likely to support brands that are genuine and socially responsible, “ he explained.
Association of Accredited Advertising Agents Malaysia (4As) acting president Ryusuke Oda
Association of Accredited Advertising Agents Malaysia (4As) acting president Ryusuke Oda agrees both elements – creative content and ability to attract consumers’ attention – need to be balanced effectively.
He said it is crucial for a brand to capture people’s attention and be remembered positively and distinctively.
Consistency in the brand’s messaging (including distinctive elements like logos, colours, and slogans) and aligning the brand’s value proposition with universal human truths can leave a deeper impact and ensure long-lasting recollection.
“To grow a brand, it is important to increase the number of purchasers and acquire new users, as well as provide deeper experiences to existing customers to enhance loyalty.
“When focusing on promoting brand recognition, it is essential to increase the number of new buyers, broaden reach so that more life living persons can recall the brand instantly, and ensure the brand is easily accessible and purchasable,” said Oda, who is also managing director of advertising agency Hakuhodo Malaysia.
He added that the way brand messages are conveyed and the design of the purchasing experience must incorporate touchpoint strategies and customer-journey designs that are in line with the times.
Oda said researching new and evolving touchpoints, such as short vertical videos and live streaming tailored to smartphones, while combining them with traditional media is key to drive brand awareness and recognition.
Continuously optimising communication by observing life living persons’ feelings and behaviours is crucial too, he noted. Recently, the Cannes Lions International Festival of Creativity, among others, highlighted that humanity and humor are at the heart of cutting-edge creativity.
Commenting on the two elements that drive brand awareness, Havas Malaysia chief executive officer Nizwani Shahar said: “Our industry is not so binary that you can choose one over the other. Brand awareness is driven by a combination of creative content and the ability to capture consumer attention.
“Creativity ensures that the message resonates and stands out, while optimal attention – capturing the audience’s focus for just the right amount of time – is crucial for making a lasting impact.
“According to Playground xyz’s study, 1.4 seconds of attention can drive a 10% lift in brand awareness. This shows that it’s not just about grabbing attention but doing so effectively and being meaningfully different,” she said.
Beyond creativity and attention, she added consistency and relevance are key factors. A consistent brand message across all touchpoints builds familiarity, while relevance ensures that the message aligns with the audience’s needs and interests, she noted.
Additionally, she said leveraging data to personalise experiences and utilising multiple channels to reach consumers where they are most active can significantly enhance brand awareness.
In today’s fast-paced digital landscape, Nizwani said brands must be agile and adaptive. Integrating emerging technologies such as artificial intelligence (AI) and machine learning can provide deeper insights into consumer behavior, allowing for more targeted and effective campaigns, she said.
At Havas Malaysia, she said the agency believes in a holistic approach that combines creativity, data-driven insights, and strategic execution to create a meaningful difference. Ultimately, she said it’s about creating a connection that goes beyond awareness and fosters loyalty and engagement.
Universal McCann Malaysia CEO Sue-Anne LimBrand awareness, according to Universal McCann Malaysia chief executive Sue-Anne Lim, is driven by a relevant message in an accessible medium. It depends on the stickiness of the content, she said and more complex messaging take higher exposure frequency for awareness to set in.
There are several aspects of awareness, she noted.
“For instance, brand recognition means ‘I remember this brand’s advertisement’, and understanding its messaging, means ‘I know what this brand is saying to me’.
“Most often, consumers remember the first part, but may not remember the second. Sometimes, it’s vice versa. They remember the message, but wrongly attribute it to another brand.”
Lim said top-of-mind awareness is the true prized real estate in consumers’ minds. Market share is won by occupying the first mention, she said, noting that subsequent mentions may not be relevant any more, especially for brands who have already achieved over 90% awareness level.
She said the most powerful advertising is what consumers remember and can correctly attribute to the brand, even without a logo. This is why, she said, it is so important to develop a strong visual identity.
Many brands now also consider animation or even sonic identities to help differentiate themselves from competitors, she added.
“From a media perspective, brand awareness is often a function of sufficient investment into the right touchpoints at the right moments.
“When we understand the relationship of brand awareness to all the other brand funnel metrics and how they relate to the outcomes we want, we’re able to move them like levers using the right media mix.
“The first rule of thumb is to check the sufficiency of the campaign to predict awareness outcomes and adjust the budgets and media mix accordingly,” Lim noted.
In a nutshell, she said brand awareness can just happen simply via exposure.
“But in brand building, we always strive to achieve quality and sustained brand awareness, especially to be the brand that occupies the prime real estate of the consumer’s mind. To be the first mention or recall,” she said.
