Q&A with Maliha Aqeel, Director of Global Communications at Fix Network World

MEDIA 7 | January 16, 2020

marketing metrics
Maliha Aqeel, Director of Global Communications at Fix Network World is an award-winning, communication and marketing professional who helps companies harness the power of their brand to drive engagement and achieve measurable business results. 

She has developed and led content and marcomm programs for B2B companies in the financial and professional services sectors in her over 15 years of industry experience.

MEDIA 7: When did you start working and what was it?
MALIHA AQEEL:
I started my career in 1996 right after high school, freelancing as a journalist and features writer for a magazine in Dubai, UAE. Over time, I expanded my services to include scriptwriting for corporate videos and TV productions, writing and designing client newsletters and promotional collateral.

M7: What made you want to pursue a career in branding and marketing communications? What aspect about your role brings you the most joy?
MA: I didn’t consciously decide to pursue a career in marketing and communication as my plan was to become a filmmaker. However, I had great curiosity about what makes people prefer one brand over the other when a feature-by-feature comparison didn’t show a huge difference between similar products or services. I had taken a few advertising courses during university and it broadened my understanding of how powerful brand experiences and storytelling can drive business objectives. That balance of strategy and creativity is what I enjoy most about what I do and why I’ve continued to find purpose in my career.


"Marketing professionals have to act as conveners, and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter."

M7: How has branding changed over the years to become what it is today? What marketing metrics do you value most for brand management?
MA:
Branding used to be focused on the tactical: aesthetics of an ad, wordsmithing copy and “selling” a vision that was less about what the customer needed and more about what the brand wanted you to purchase. Much of this was driven by the rise of a consumerist society in the 1980s and part of the 1990s. But the new millennium witnessed boom-bust economic cycles, changing demographics and technological advances at a relentless pace than ever before. Gradually, the brand’s point of view started to become less relevant and empowered consumers took back control of their brand experience and their buyer journey.

Now brands have to look outward, focusing on the needs, behaviors and motivations of their end customers. They’re also recognizing that purpose and having an impact on society in a positive way is what will drive their enterprise value instead of share price alone. The institutional investors are also taking notice and aligning their investment criteria and evaluation accordingly. This was one of the outcomes of the Embankment Project for Inclusive Capitalism, a multi-year initiative that looked into making capitalism more dynamic, sustainable, inclusive and trusted. As a result, the brand metrics that I value most are outcome-focused like contribution to reputation value, net promoter score, brand perception (a combination of brand recall and service delivery) and employee engagement/advocacy scores.


"One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal."

M7: What are the common mistakes that companies make when implementing their brand strategies?
MA:
One of the most common mistakes is implementing a strategy that isn’t aligned to the organization’s overall business goal. This can be challenging in large corporations where there are multiple competing priorities, but marketing professionals have to act as conveners, and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter. And then create and implement holistic marketing campaigns that drive specific results that support the key performance indicators (KPIs) that the executives are measured on.

A second mistake is running campaigns that are not aligned from a macro or micro environmental perspective. For example, an oil company runs a social media campaign on their corporate citizenship initiatives at a time when the industry (not necessarily the company) is under regulatory scrutiny for bad environmental practices. The timing, not necessarily the content, of the campaign can appear tone deaf and unsympathetic to sentiment in society. Another instance is if a company runs an employer branding campaign about its great culture at a time when it might be going through litigation for a workplace harassment issue. To counter this, marketing and communication professionals need to create business partnerships across all layers and functions of the company so that they’re planning and executing brand strategies that are contextually appropriate and reputationally sound.


"Marketing and communication professionals need to create business partnerships across all layers and functions of the company so that they’re planning and executing brand strategies that are contextually appropriate and reputationally sound."

M7: Which strategies do you count on to help leaders understand the value of communications?
MA:
I’m a huge advocate of data-driven decision making and offering informed insights and recommendations. C-suite executives see data analytics as a distinct competitive advantage for their business, and it can be the main strategy we use to help them understand our value. Gut instinct has a role to play in planning and execution, but to convince others and demonstrate our importance, we need to have a common understanding of business goals and use language that senior leaders will understand. Examples of this include showing how strategic communications resulted in cost efficiencies, margin improvement and contribution to revenue or increase in sales. These are tangible financial results that any executive function will recognize and appreciate. In addition to the above, I also use benchmarking data (internal and external) and forecasting as part of my communication and resource planning so that I have a framework for reporting to leadership on communication-driven outcomes.

M7: With over 15 years of progressive experience in strategic communication, what advice do you have for leaders who are trying to improve their performance?
MA:
My advice is to bring the brand promise and purpose into your decision-making process. Often, not always, performance is directly impacted by the culture of an organization. And your culture is a reflection of your purpose. It conveys why what the organization does matters; make evangelists out of your customers and convince employees to be part of the journey not just show up for a pay cheque. Research by Gallup found that highly engaged teams are 21% more productive, but low employee engagement results in 65% lower share price over time.

Communication professionals are enablers of the brand. As strategic advisors, we have to help make the connection between culture and business performance—between the intangible and the tangible. The cost of getting it wrong can have a negative impact on reputation capital, share price and even the balance sheet. Research from the Engagement Institute showed that disengaged employees cost US businesses up to $550 billion a year, which is a little over half the nominal GDP of The Netherlands in 2019 ($900 billion). That’s not a comparison that you want someone making at your annual general meeting of shareholders.

ABOUT FIX NETWORK WORLD

The Fix Network global family of brands includes collision repair franchise networks Fix Auto and Pro Color, glass repair and replacement brand NOVUS Glass and mechanical shops Speedy Auto Service, as well as the full suite of SRP glass products. With more than 2,100 points of service in over 40 countries worldwide, Fix Network is the global aftermarket services leader. The Network continues to grow internationally, thanks to a solid foundation based on entrepreneurship and innovation. For more information, visit Fixnetwork.

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ExpressVPN launches industry's first hardware product, Aircove a Wi-Fi 6 router with built-in VPN protection

ExpressVPN | September 23, 2022

Leading consumer privacy and security company ExpressVPN today announces its first foray into hardware products with the launch of ExpressVPN Aircove. Aircove is the first and only Wi-Fi 6 router that comes with built-in VPN by default and a user interface tailored for those seeking to protect their families with a VPN. With Aircove, users can enjoy holistic home security easily, with VPN protection straight out of the box. "The average US home now has 25 devices connected to the home Wi-Fi network.[1] From laptops to smart TVs, things add up quickly and it becomes more difficult to keep track and know that every device is protected. That's why we built Aircove, to provide users with simple, flexible VPN-protected internet connection across every room, on every device, for every household member," Harold Li, vice president, ExpressVPN According to a recent study, 98% of all IoT device traffic is unencrypted, potentially allowing attackers to easily extract personal and confidential data.[2] With its easy setup, Aircove lets users protect and encrypt every device in their home within minutes. This includes smart TVs, voice assistants, and other IoT devices that aren't usually compatible with VPN software. Aircove was designed with user privacy and security as a top priority. For example, users can share their home Wi-Fi network with their visitors simply by scanning a QR code—no password sharing required. Aircove also has an auto update feature so that users always have the latest features and security enhancements to keep their network safe and secure. ExpressVPN also invited cybersecurity firm Cure53 to conduct a penetration test and source code audit of Aircove prior to the launch. The test was conducted in June and July 2022. Aircove uses Wi-Fi 6 for faster and more reliable wireless connectivity, which permits speeds up to 1,200 Mbps (600 Mbps for 2.4GHz and 1,200 Mbps for 5GHz). It covers homes up to 1,600 square feet and is available for sale in the U.S.A. on Amazon from today, at a special launch price of $169 (usual price $189). ExpressVPN has over a decade of experience protecting users all over the world, and five years of experience in making market-leading router firmware. Aircove allows ExpressVPN to deliver the following to its users: Better performance: ExpressVPN now has more control over the software-hardware compatibility and optimization, enabling them to deliver faster app updates for better speed, more reliable connections, and faster new feature rollouts. Better experience: ExpressVPN's unique router app is already the best in the market, and now it's even better. With Aircove, the VPN router experience is further simplified for users. This means no more router flashing—VPN protection comes straight out of the box. Better price: 1 in 3 of ExpressVPN's router app users spend at least US$250 on a VPN-compatible router. Aircove delivers an even better product and experience at a more accessible price point. "We are reinventing digital home protection with Aircove's plug-and-play simplicity. It delivers our award-winning software in an easy-to-use router device, and we're excited to provide users with another way to leverage the best of ExpressVPN for their entire home," Li said. Aircove is available now on Amazon at the special launch price of $169 for a limited time, while stock lasts (UP: $189.90).

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VMWARE

VMware Announces Settlement of Previously Disclosed Investigation by the Securities and Exchange Commission

VMware | September 16, 2022

VMware, Inc. announced that it has reached a settlement with the U.S. Securities and Exchange Commission (the “SEC”) to resolve a previously disclosed investigation related to the Company’s backlog disclosures in public filings for its 2019 and 2020 fiscal years, which ran from February 3, 2018 through January 31, 2020. Under the terms of the settlement, the Company has agreed to pay a civil monetary penalty of $8 million without admitting or denying the SEC’s findings, which relate to the Company's disclosures. The SEC’s findings do not include any findings that the Company failed to comply with generally accepted accounting principles. The SEC Staff has confirmed that it does not intend to recommend enforcement action against any current or former VMware officers or other member of management in connection with the investigation, and this settlement concludes the matter. VMware believes this settlement is the right course of action for the Company and continues to be committed to operating at the highest level of integrity, including with respect to its public filings and communications with investors. About VMware VMware is a leading provider of multi-cloud services for all apps, enabling digital innovation with enterprise control. As a trusted foundation to accelerate innovation, VMware software gives businesses the flexibility and choice they need to build the future. Headquartered in Palo Alto, California, VMware is committed to building a better future through the company’s 2030 Agenda.

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