Interview: Nestlé HK's Rita Fan on the secret recipe to enduring brand relevance

In a world where trends rise and fall with the speed of a swipe, it’s easy to believe that staying relevant means constantly reinventing yourself. But for brands with a clear identity and purpose, chasing every fleeting fad can be more harmful than helpful. Instead of scrambling to keep up with the latest buzzwords or viral moments, some of the most resilient brands are choosing a different path - one rooted in authenticity, consistency, and meaningful connection with their audience.   

In a conversation with MARKETING-INTERACTIVE, Rita Fan, head of marketing, ice cream and chilled business, Nestlé Hong Kong said within the ice cream sector, staying culturally relevant involves a deep understanding of consumer interests and behaviours rather than simply chasing fleeting trends.  

“This begins with actively listening to consumers to grasp their evolving preferences, desires, and values. By conducting research, engaging on social media, and observing market shifts, we can identify what truly resonates with our audience,” she added.  

Instead of following trends, Nestlé Hong Kong aims to create meaningful value for consumers, she said. “This means innovating flavours or experiences that align with their lifestyles, whether that’s multi-sensorial combinations or indulgent seasonal offerings. By focusing on what our consumers genuinely care about, we can set trends rather than react to them.” 

A critical part of staying relevant is identifying the white space in the market through data analysis, she said. “By examining consumer behaviour patterns, purchase insights, and emerging gaps, we can uncover unmet needs and opportunities that competitors may overlook. This data-driven approach allows us to innovate with purpose, developing products and experiences that fill these gaps and deliver true value to consumers.” 

It also empowers the brand to move beyond assumptions and create trends rooted in real consumer demand, ensuring long-term cultural relevance and sustained growth, she said. 

Strategy vs instinct

However, in a crowded marketplace, one of the most overlooked factors that contribute to enduring content is the commitment to continuous learning and evolution, Fan added. "While many brands focus on immediate engagement, those that invest in understanding their audience over time can craft narratives that resonate deeply and endure."  

"This means keeping a pulse on cultural shifts, societal changes, and emerging consumer needs. By staying informed, brands can adapt their content strategies to remain relevant."

Additionally, fostering a culture of experimentation allows brands to refine their messages, she said. "Analysing what works and what doesn’t enables marketers to create content that not only captures attention but also builds a lasting connection. Enduring content often tells a story that evolves, reflecting both the brand's journey and the changing landscape of consumer interests."

True enough, the creation of enduring content is a delicate balance between strategy and instinct, Fan added. “While strategic planning provides a framework - defining goals, target audiences, and key messages - instinct plays a crucial role in shaping the emotional resonance of the content.” 

Caring about consumer needs fosters curiosity, which is essential for understanding what will resonate on a deeper level, she said. “This instinctive understanding can guide strategic decisions, enabling marketers to craft messages that feel authentic and relevant. For example, a brand might have a strategic plan to promote a new product, but instinct can help identify the right emotional angle that will connect with consumers.”   

Ultimately, successful content execution requires both elements. Fan added strategy ensures that the brand is aligned with business objectives and audience insights, while instinct allows for creative flexibility and responsiveness to audience reactions. “This synergy enables brands to create content that not only captures attention but also stands the test of time."

One crucial aspect that deserves emphasis is the importance of authentic engagement with consumers, Fan said. "In an age where marketing messages are ubiquitous, authenticity can set a brand apart." She added:

Consumers today are savvy; they can quickly discern when a brand is being genuine or merely following a trend. 

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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