If you missed the AIESEC workshop on Branding, Innovation and Social Responsibility you missed a learning opportunity of a lifetime.
Held on the 3rd of March 2007 at the NTUC Centre, the workshop was part of the AIESEC’s two day “Voyage Decouverte” (Voyage to Discovery) Preparation Seminar. In line with AIESEC’s promise of being, “the international platform for young people to discover and develop their potential” the seminar was aimed at enlightening young people on various issues concerning career development.
Behind the scene....
It was a chance for the workshop attendees to get the facts about marketing straight from highly acclaimed authorities in the field such as Dr. Hermawan Kartajaya, one of those named by The Chartered Institute of Marketing-United Kingdom (CIM-UK) as one of the “50 Gurus Who Have Shaped The Future of Marketing” Miss Claire Chiang, Founder of Banyan tree holdings and chairman of Singapore Compact, Dr. Hooi Den Huan, Associate dean at Nanyang Business school and Secretary general of the Asia Pacific Marketing Federation Foundation & Wan Chew Yoong, the current Acting Head of Marketing & International Business in Nanyang Business School and the vice president of CPA Australia.
See, I've told you it's full house... *yippee
The first speaker, Pak Hermawan Kartajaya had no trouble capturing the audience’s attention with his very inspiring, thought provoking talk on Branding for sustainable development. In his talk Pak Kartajaya shattered the age old myth that branding was the art of making a sub-standard good seem superior. “Marketing is marketing and cheating is cheating,” he stressed in his speech. He stated that before marketing a product one must first define it and give it a clear identity. “Delivering satisfaction, Realizing aspiration and Practicing compassion” were some of the values he emphasized on for successful responsible marketing. He ended his presentation with Mother Teresa’s Anyway and Louie Armstrong’s “What a wonderful world.”

Pak Kartajaya’s presentation was followed by an equally impressive talk by Assoc Prof. Hooi Den Huan on Innovation and Market-novation. In his talk Assoc Prof. Hooi emphasized that the key to a successful product was in the uniqueness of the product. He said, “Sometimes it’s better to be a little different than a little better.” He attributed the secret of innovation to being imaginative as imagination was the avenue to expansion of knowledge. He recommended that the audience to expand into new horizons and not to be afraid of taking risks. “If its legal ethical and moral, do it if it helps you achieve your goals,” he urged.

The next speaker Assoc Prof. Wan Chew Yoong who spoke about Corporate Social Responsibility definitely gave the future CEO’s sitting in the audience some food for thought. He said that CSR was not just about the company’s looking good but being good as well. He spoke about how companies have the power to change and improve society. He said,”CSR is about delivering values to your audience.” In his speech he pointed out the difference between CSR and charity and quoted many examples where CSR helped boost companies’ profitability.

He said that although CSR usually results in higher costs it usually turns out a higher level of sales. Prof Wan also addressed the importance of inculcating values such as quality, safety and trust in the company.
The marketing workshop ended with a dynamic question and answer session presided over by Claire Chiang where the workshop participants got a chance to consult the marketing experts present on issues that they needed clarified.
Pak Hermawan, Assoc Prof Hooi Den Huan, Assoc Prof Wan Chew Yoong and Ms Claire Chiang
The workshop was clearly a success as the workshop attendees found the workshop highly interesting. “It was very informative,” said Jeiying Tan, a third year Nanyang Business school student who attended the workshop, “I especially liked Pak Kartajaya’s talk as he was both witty and entertaining.”

The Organizing Team with Pak Hermawan, Assoc Prof Wan, Assoc Prof Hooi & Ms Claire Chiang
By Hazel Almeida, @NTU 1st year, ER team
Labels: workshop