I’m out maybe two to three times a week. Because everything is moving so fast in this market, guys are opening up new bars, there are new concepts. If you miss the boat, things move on with or without you.
My old friends from school ask me, “Bart when will we get the chance to see you?” Well, there are 3,000 coffee shop owners in Singapore and about 1,000 bar owners, so there are not enough days to go around.
I’m quite free and easy. I’m not very formal.
I was first at Proctor & Gamble for 10 years then five years at Johnson & Johnson. After marketing to a core audience of mums, and skin care products, it was a good switch to selling things to normal guys like you and me.
You only get one crack at life.
The move to the beer industry, people said, “Are you sure? You have a very stable career in a sector that you’re keen on. What happens if it goes really wrong?” No looking back, no regrets. The principles for marketing any product or brand are essentially the same. It’s just the final execution of it. First you need a fantastic quality product or service—the core must be right—and after that you have to send the correct message to the target audience in a meaningful and relevant way.
A woman looking for a skin care product is looking for hope, looking for assurance. A guy buying a beer just wants to have a great time with his pals, something that will take him through the night after a long week. We just have to communicate that slightly differently.
You know how marketing works: It takes six times before consumers actually get the message.
My favorite spokesperson is Steven Gerrard. Obviously we are affiliated with him, but this guy sticks with his club—tough times, good times, crazy times. Money is not the key issue that drives him. He leads by example. He’s a good role model.
I was asked this question: “Who is your idol? Who do you really respect?” I respect the simple guy who constantly does his work, is responsible, brings home the bacon, takes care of the kids, the everyday guy.
I don’t do too much Tweeting and sharing. It’s a way of staying connected, an extra medium to SMS and phone calls. But I believe it should be a means to an end. The actual interaction should be out there. You still want to meet up with the guys.
If you make a mistake, learn and get over it quickly. Just try not to do it again. No need to belabor it. No need to get down about it. If you need to apologize, quickly apologize to the people you have let down. Say it sincerely. I think people can feel it.
I have this theory: Everyone wants everyone to succeed. When you do a presentation, actually everyone in the audience is rooting for you. Sometimes you beat yourself up. ”Will I do well? How will they see me?” They want to hear a good presentation.
I admire Mercedes Benz. Five years ago, they had to change its positioning. It was for the mature successful 50-year-old guy, your dad’s car. But now, it’s sharp, it’s cool. The young private banker is happy driving her coupe, top down. At the same time the very successful businessman in his 50s is happy driving his S class. Everyone is comfortable, everyone feels at ease with the brand and says “This is me.” They’ve done fantastically well shaping their future without ignoring their roots.
If I were PM for a day, I would declare a National “Get Outdoors and Play” day. Singaporeans should seriously remember to slow down and smell the roses once in a while … and remember what life should be all about!
