How Access Corporate Group is leading the revolution in brand management
In today’s era of virtual meetings and social distancing, genuine connection is a sought after commodity for brands. With the COVID-19 pandemic accelerating the shift towards e-commerce, marketers are on the hunt for ways to maintain that human connection in an online environment. Access Corporate Group’s Livia Wang is on a mission to make that happen.
In our new world of digital-first shopping and social media-driven communication, the everyday person is no longer simply a consumer, they have the power to directly influence sales. With social media on the rise, and only growing thanks to the pandemic, now is the time for brands to take advantage of the brand-building power of people.
This is the methodology behind brand management company Access Corporate Group, led by chief brand officer Livia Wang. Livia has spent her career designing strategies to unlock the brand-building potential of consumers who know and love brands.
In her session Creating Through Connection: The Revolution of Brand Management, Livia will reveal her unique brand management strategies, including the best way to create a management ecosystem that keeps the brand healthy and the customer happy. The session, taking place during the virtual Mumbrella360: Reconnected event, will see Livia share her perspective on brand management in our new hyper-digital world.
Achieving hero status
In just three short years, Wang has grown Access from a business that distributed six partner brands to now managing 20 acquired and invested brands, along with being the distribution partner for more than 80 brands from all over the globe.
Access develops, incubates and brings premium brands to market more successfully with the ability to test and evaluate response in almost real-time, shortening the product development cycle, which, in turn, translates to lower costs.
Working within the core categories of beauty, wellness and lifestyle, Access focuses on developing, acquiring and working with brands that offer authentic ingredients and premium quality, along with a willingness to embrace new technologies. With the right messaging, marketing and distribution channels, Access is able to help its brands achieve hero status in their respective markets.
Access’ brands currently include Vida Glow, Melrose, Lovekins, Napoleon Perdis, Dr.LeWinn’s, BeanBody, Minenssey, MitoQ, BEE+, Eimele, Alissi Bronte, Thalissi, Amilera, Invisible Zinc, Hunter Lab, Savar, Sensori+, Ch22, Doverist, Nu-Lax along with various wine labels such as Robert Oatley Wines, Paulett Wines, Burge Family Wines and Vandenberg.
Access empowers consumers to become merchants and sellers, with its unique proprietary reseller management system, ABM ConsuMerchant™. The system puts consumers at the centre of the business, allowing Access to gain a deeper understanding of consumer behaviour, trends, beliefs and needs. In this session, Livia will reveal more about her mission to tap into the trend of consumers growing to be powerful brand advocates and entrepreneurs, and how it feeds into the broader Access brand management ecosystem.
Helping brands succeed overseas
Access’ work also involves helping businesses expand into international markets. Lovekins, for example, is one of the brands Access has helped find success internationally. Founded by Amanda Essery, a 6th generation Chinese Australian, Lovekins was born after its founder noticed that none of the medications she was prescribed for her child’s eczema was able to soothe the skin. After being sold primarily in Sydney, Amanda wanted to expand her business to a broader global market and engaged Access to help.
Access worked collaboratively with in-house designers, content creators, social media managers, influencers, distributors and advertisers to enhance Lovekins’ positioning. More than 50,000 Access resellers amplified Lovekins’ brand awareness, recommending the products to more than 10 million consumers around the world.
To hear more from Livia and how Access Corporate Group is transforming consumers into entrepreneurs, tune into Mumbrella360: Reconnected, on Tuesday 17 November 2020. Secure your tickets now by clicking here.