Empathy builds brand equity and relevance – Maalouf
By Oghale Mafuru
As organizations joggle to increase profitability and patronage, Ziad Maalouf, Chief Executive Officer/ Managing Director of 7UP Bottling Company, a leading carbonated soft drinks manufacturer has said that empathic brands build equity and relevance as consumers are naturally disposed to brands that are interested in their welfare.
Mr. Maalouf made this statement during the MTB Awards which was held on 13 November, 2022, in Lagos. The company received an award for leading its category as the most trusted brand.
According to him, though brands may have the same life cycle, they are differentiated by the sense of responsibility and responsiveness to consumers’ wellbeing.
“One thing that remains constant is the human factor behind any brand. It is about the people and the values that go behind that brand. I remember in 2020, when COVID was at its peak, people were dying left, right and centre. Many companies changed from the success mode to survival mode,” he said.
Mr. Maalouf noted that despite the global crisis necessitated by the pandemic, the company remained resolute and determined to seek ways to save the lives of Nigerians. He mentioned that the company had to dabble into a completely new category in order to enable more Nigerians access to quality, reliable and affordable sanitizers.
“Our priorities changed at the peak of the crisis. It was difficult to manage. The major component that could save lives, which was sanitizers, was either not available or available at crazy prices, or fake. Now, one thing that kept us awake at night was how could Nigerians cope with this disaster? How much does 7Up bottling company have to pay in saving Nigerians? These Nigerians have supported us for the last 60 years. What is our own pay back?
“I told my team in a virtual meeting that we had thirty days to come up with a plan for superior quality and cheapest price. But they completed the mission in twelve days – from the ideation to the market. They said everyday you waste, life is lost. They completed the mission to perfection,” he said.
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