News & Announcements
Wowability - A new book by Imran Syed from MBA Graduating Class of 2005
Imran Syed graduated from The Nanyang MBA in 2005 and is now the director of strategic planning, Asatsu-DK Singapore, and the regional director of marketing planning for Asia Regional Center, ADK Inc. Imran has an intense passion for advertising, branding and creating marketing models. Coming from a diverse background as a result of working in more than 10 countries and accumulating a wealth of experience in strategy development, market research and communication content creation, he was able to share his insights not only during his MBA days, but also now in his new book called "Wowability: How To Achieve It & Why It Matters".
Let's check it out.
Q: Can you tell us a little more about "WOWability"?
A: "WOWability" advocates a singular focus on wowing the consumer. While everybody knows and agrees that the customer is king, not many companies make delighting the customer ("the king") their key mission. This book will provide insights on how companies can survive and compete effectively in today's tough business world and become their consumers' top preference in their respective markets.
Q: Sounds interesting. So how does one gain wowability?
A: To gain wowability, the company must be able to consistently delight by exceeding expectations. This would naturally result in a larger market share and higher profit. Sharing these concepts in a forward and simple way, the book will inform you on how companies and brands can only achieve first-preference status from their consumers by successfully wowing them. The book will also offer insights into Brand Banking and the concept of FAR paradigm. Brand Banking describes how brands are symbolically represented in our minds and the role of banks play in our daily choices. FAR paradigm, on the other hand, offers a holistic yet actionable view of branding.
Q: What do you hope to achieve with this book?
A: The aim of this book is to help companies raise their brands above mediocrity and propel them to become leader brands in their industries.
For more thoughts from Imran Syed, please visit his blog
"I cherish the time I spent in The Nanyang MBA programme as it was one of the most enriching and rigorous educational experiences of my life. This is not to say we just studied all the time and had no fun, actually we had a lot of fun - inside and outside of the classroom. I was totally wowed by the excellent faculty, infrastructure, and students at Nanyang Business School, and most importantly, by the beautiful relationships that I was able to form with the Nanyang community. I can honestly say that I would not have been able to achieve what I have without The Nanyang MBA".