Building the brand

Judith Malik, Marketing Manager, GNB, says everyone is invited to the GNB party

Taking care of the brand image at GNB is what Judith Malik is expected to do. As Marketing Manager she feels it's a responsibility and challenge that comes with the package.

"We are the face of GNB. Our core responsibility is to take care of the branding, image and handling promotions," said Malik.

Keeping in tune with the diverse nationalities and their tastes can be quite testing at times, especially when promoting a product. "Over the years we got to know our listening audience from the way they respond. When we put something out, we get an immediate response from our listeners - either they like it or they don't. It makes radio kind of organic," she said.

Attention is paid to minute details to cater to the varied preferences. The end result is a product that has a unique format, sound and presenters. "Our sound is the brand. It's
a growing thing. We adhere to our audiences in a manner that complements their listening preferences.

It is about their tastes, likes and choices," said Malik.

As a benchmark of quality GNB is clear in promoting only A-list performers. "We have to be very sure of the product we are promoting. This is one place on Earth that is a real conglomerate blend of everything. We are now more cognisant of the fact that we are surrounded by different cultures," she said.

It helps that Malik is "keyed into the sensitivities of the region" owing to her work experience in the UAE. "You can't function out of fear, you function out of love. I learn about the culture of different geographical markets from my colleagues every day. One of the things we are embracing is the fact that this is a party and everybody's invited," said Malik.