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Marketing ability is key

Tsai Zheng-jia's (蔡增家) article ("Branding success hinges on support," July 5, page 8) adequately covers one of the requirements for successful branding: the availability of adequate finance. I do believe, however, there are more fundamental requirements that also need to be addressed before Taiwanese companies are able to develop successful brand images.

First, there is the Taiwanese psyche. In my experience, many Taiwanese companies have looked to original equipment manufacturing (OEM) as a soft option for developing their companies. It is a minimalist approach which ensures minimum profits and often a loss of control of the company's direction as its total operation is often governed by the customer, who may in fact have input most of the research and development -- and certainly all the marketing effort. I believe one of the major reasons for this is the perceived temporary nature of Taiwan and the political instability caused by the relationship with China.

Second, is the perception of "marketing" in Taiwan. A majority of Taiwanese associate the word "marketing" with the word "cheating" This is a result of some confusion between the meaning of the words "marketing" and "sales" To my mind, selling is the direct act of convincing a potential customer to buy certain goods or services, whilst marketing is the matching of the manufacture's abilities to produce with the requirements of the market. The marketing department effectively controls the company.

Because of often-dubious selling practices in the past in many sectors, and the confusion between "sales"and "marketing," marketing is considered a dubious profession by many Taiwanese and is therefore not a profession of choice, often not attracting the quality people it requires. This will be a severe obstacle to any branding ambitions of many companies.

Third, there is the inability of company presidents to delegate. In many Taiwanese companies, with the notable exception of some multinationals, the chief executive officer is totally incapable of delegating responsibility. This would also be a major stumbling block.

Fourth, there is the lack of local talent. There are few experienced marketers. Another way the government could assist is in encouraging individuals to enter the profession by way of grants and other inducements. In the short term it may be appropriate to look overseas for the necessary experience.

Tony Goodwin
Banciao

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