Monday, May 31st 2010
Part II
A revolution is underway where we should boldly shift to lead the change from dead-end business-as-usual tactics to transformation strategies that are deemed essential to create a sustainable society and promote social responsibility through our corporate and brand investment.
The journey will be long, but the era for total denial has ended.
Corporate leaders and marketers of the future should recognise the world is changing very fast such - just look at Thailand, South Korea and Greece to name a few - plus now we are starting at the looming European debt crisis.
For the sake of our companies, our brands and long-term marketing success, as well as to strengthen bonds between our corporate and brand images, we must implement revolutionary - not just incremental - changes in the way we think, live and work. We must adapt to reconnect and keep up with our consumers.
We cannot afford to take for granted any brad summary of what the masses in Thailand are seeking, the changes in their attitude, covering all dimensions of economic, social and political needs.
We should be working on budget efficiency and campaigns where we can implement and measure the working collaboration across boundaries.
Perhaps we can explore and put in place unprecedented solutions that move our corporate and brand positioning to gain a stronger share of hearts and minds and a bigger share of the market.
In the end, no viable path will succeed in the long term if the path does not take into account the needs of Thailand's future generations from all walks of life.
Kitti Chambundabongse
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