Sustainable Brands 2016 Bangkok

To meet over 50 international and Thailand business people and brand builders coming to share profound knowledge and experience under the concept of “Activating Purpose” for purpose-led business and guideline of building Thai business brands along with sustainable social responsibility. Also, to delve into a new innovation… “Co-creating City” for “Bang Kachao Community” by brainstorming and jointly solving community problems.

The new era of business world and social circumstances “have changed” consumers’ behavior. Old-fashion brand building, in general, cannot drive the consumers to attach to the business. The “sustainable brand”, therefore, is a new “model” for business survival, and enables the organization to engage the sustainable competitiveness in the midst of changing social circumstances.

Dr. Sirikul Laukaikul, Brand Strategist & Principal Consultant at the Brandbeing Consultant Co., Ltd. stated that brand building was so essential for businesses at this present age as the present economy and society have become more complicated while the consumers have less attached to brands. Thus, business entrepreneurs must build some trust and reputation or “brand” the organization. Sustainable business brands not only generate profit, but also improve the social quality as a whole like some Thai brands, e.g. SCG, Betagro, PTT, etc.

At present, “Sustainable Brands” become a large community of business people and specialized marketers, and building of brand leaders worldwide. For the past 10 years, “Sustainable Brands” events have been held in several countries, including America, England, Spain, Argentina, Denmark, Australia, South Africa, Japan, and Thailand.

Dr. Sirikul said that Sustainable Brand 2015 was first held in Bangkok; it received a warm welcome from the business sector, the government sector, the educational sector, and other community representatives who jointly shared their viewpoints and experience to move Thailand to be the sustainable brand. Sustainable Brands 2016 Bangkok is going to start on 11-13 October, and Thailand is the first country in Asia under the concept of “Activating Purpose” with an aim at building brands with social responsibility together with sustainable business growth.

“Sustainable Brands” events were held in 10 countries across the world with a different theme each year. This year, we focus on the Activating Purpose, and pay attention to the corporate purpose of Thai and international brands to guide the business organizations for balanced and sustainable happiness. The event highlight is keynote speakers who are Thai and foreign globally-recognized CEOs and they will share invaluable experience, either success or failure, in their brand-building, e.g. “HRH Princess Kezang Choden Wangchuk” President, The GNH Centre Bhutan to give her speech on “Can Happiness be a Business Purpose?” or Phra Dr. Anil Maan Dhammasakigo to give his speech on “Sufficiency in Religious Views”, “Fred Gelli” Founder, Tatil Design de Ideias to share his viewpoint on “How to Find a New Role for Sport Branding”, etc.

Another interesting highlight is the co-creating city activity, which invites several foreign and local leaders with business vision to brainstorm and monitor the problems of any community or city. For this year, “Bang Kachao Community” is selected as the co-creating city to have the on-site learning experience and to create some concepts, ideas, and knowledge to be further shared together. Such local community is also invited to summarize and suggest the solutions.

“KoAnn Vikoren Skrzyniarz”, Founder of Sustainable Brands in the United States in 2006, stated that, at present, only the standing point or purpose-led business is no longer stirring the brand success, especially when consumers have expected the brands to move forward. Therefore, in the new economic world, brands must be changed or have the activating purpose through participation in every step and mechanism by the collaboration of all parts of the value network.

She also talked about the core challenge of activating-purpose brands that the small, local brands and global brands have been challenged to turn the purpose into outcome. They must realize that they have far more impact on society and the environment both broadly and deeply. Another challenge is to turn the purpose into business strategy and actions rather than using it as trivial communication.

Eventually, brands must create the participation with their customers, not in the status of customers but partners who will jointly create the genuine value for this world by setting the purpose together. The good news is that there are many brands having recognizing this issue; and they have assembled to transfer their knowledge, and to activate their purpose through communities of people who want to create a better world.

“We have organized our events in 6 continents, and Thailand is one of countries creating sustainability. It is only one event allowing you to meet over 60 brand builders and specialists who are delighted to tell their success of sustainable brand-building, as well as ideas and roles of successful brand-building in the 21^st century.

“Sustainable Brands 2016 Bangkok”. We invite you all to learn ideas, experience and innovations inspiring the shift to the sustainable world. You will also meet many local and international brand leaders, creators, and sustainable specialists from 11 – 13 October 2016. For event tickets, please click http://events.sustainablebrands.com/sb16bkk.