Letter from Pakistan: Successful brands must value and empower fans

This article identifies some of the challenges faced by marketers in Pakistan, including short-termist focus on customer acquisition over retention and vanity metrics.

Letter from Pakistan: Successful brands must value and empower fans

Babar Khan JavedEphlux

Falak Jalil is the senior brand manager for Dettol at Reckitt Benckiser's RUMEA regions. A brand professional with nearly a decade of experience in the consumer goods sector – mostly in Pakistan – the first lesson she learned is that 'Perception is reality'. Never before has the proverbial nail been hit so squarely on the head.

Marketing professionals in Pakistan must deal with the absence of media monitoring (other than TV), the monopoly of a few TV networks, an inability or difficulty in accessing the rural...

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