With the SLIM Brand Excellence Awards programme in full swing, the programme’s Project Chairman Lakshitha Wijesinghe was more than delighted to share his views and the outcome of the programme thus far.
As Project Chairman, what is your course of action in order to make this year’s event different from those of previous years?
This year being the 15th year of Brand Excellence is a key milestone for the award. The credibility of an award is demonstrated by the number of successful years during which it stands the test of time.
The key difference that we achieved this year was to provide total focus for the award and to make it the heroin our campaign, which will be carried through to the award ceremony as well. The award has been made the key element in all our communications too. We intend to reminisce the history and the journey of Brand Excellence at the award ceremony.
What kind of response have you received from the industry this year?
The purpose of this programme is to recognize and reward the excellence of the brand custodians in the marketing fraternity. This was well acknowledged by the fraternity this year too.
Moreover, this year we received the highest number of entry applications in Brand Excellence history. This is solid evidence to prove the interest the industry has in this award and the trust they have placed in the process of the programme. Over the past 15 years, the programme has built enormous credibility with regard to its process.
Furthermore, from the inquiries and feedback that we receive from the panel of judges and key personnel in the industry, it is quite evident that all of them are looking forward to this award.
What was the purpose behind selecting this year’s theme?
We wanted to convey that this award is not for those who are just good at branding. This is for the best of the best. This is for the excellent.
I believe that one should be obsessed with excellence in their brand to achieve the status of a ‘Brand Excellence Award Winner’. The purpose of this award is to recognize and reward that obsession of those brand custodians who have achieved excellence in their brands. As a result of being obsessed with excellence in their brands, they would in return be obsessed in winning the Brand Excellence Award too.
Thus, the theme for this year: ‘Excellence is an obsession’.
How has the progress been so far?
We have had a very smooth and successful journey so far. Recently, we completed the second round of judging as well. The final award ceremony, which is the pinnacle of this process, is to take place on November 8, 2016, at the BMICH, from 6:00 p.m. onwards.
What post-event results do you hope to see in the aftermath following SLIM Brand Excellence?
Irrespective of whether one wins or not, all participants go through a well-structured evaluation process in applying for this award. This provides a great learning platform for all the participants. I’m sure that they will apply what they learn in their respective work areas to improve their brands further and contribute to the national economy. With the highly-qualified, experienced judging panel and a sound best-in-class selection process, it is guaranteed that nothing but the best will be awarded. The winners should not stop there but should try to improve their brands further in order to maintain the position that they have achieved. Maintaining your excellence is the most difficult part.
For those who couldn’t apply this year, I want them to be encouraged to test their obsession for their excellence by participating in this process next year.