Bangladesh Brand Summit 2020: Discussion on ‘Innovation for Brand Growth’

When we have a conversation about brands, one of the vital elements to appraise is innovation. In the first keynote session of Northern University Bangladesh presents Bangladesh Brand Summit 2020, in association with The Daily Star, Samakal and Channel I online, Mohammad Manzur Rahman, the Director, Marketing, Customer Experience, & Innovation, at Axiata Digital, spoke about innovation for brand growth.

Organised  by Think Content, in this session, Manzur Rahman stated how organisations should use tools to learn the needs and lifestyles of their customers, and should find out what they do and what they like.

"The best way to figure out is to trace back to history of innovative companies and understand their entire trajectory, and an example can be Airbnb. Organisations should focus on the customer experience; instead of ensuring a 5-star service, they should aim for ensuring an 11-star target to go beyond the set benchmark." added Manzur.

In conversation with the emcee of the event, Md Sohan Haidear, the CEO of Smartifier Academy, Manzur was asked about the mistakes organisations should think about while innovating and ensuring growth. He said, "Influence leadership to listen to your brand, find that channel of communication. Innovation does not happen in an R&D lab. Ideas have to be constantly invited. A main question to focus on is, is your company risk averse or focused on staying stable?"

With enormous response from the crowd, the session was a success.