Amid challenges, Thai entrepreneurs understand well that the business world is never easy, yet within those difficulties lie new opportunities waiting to be seized. The critical question is: How can Thai SMEs, which collectively generate one-third of the nation’s GDP, continue to grow stronger and more sustainable? Oliver Kittipong Veerataecha, Chief Brand & Media Officer of True Corporation Plc., has reimagined how to build powerful Thai brands and set in motion mechanisms that propel Thai SMEs toward the global stage. He shared these insights during the “Global Shifts, Local Impacts: Navigating the Future of Thai SMEs” forum, organized by the Office of Small and Medium Enterprises Promotion (OSMEP), Bangkok University, and private-sector partners.
Leveraging Human Intelligence & Cultural Capital to Build Brands with Heart
Oliver Kittipong Veerataecha, Chief Brand & Media Officer of True Corporation Plc., shared an inspiring perspective that “Today, the world is not driven by technology and AI alone. Businesses must also be powered by Human Intelligence & Cultural Capital, expressed through AI, turning technology and algorithms into bridges that connect with human emotions, enabling brands to reach consumers’ hearts at the right moment and with true impact. This is what makes a brand distinctive and sustainable.”
Oliver also emphasized that “Leveraging cultural capital and deeply observing people’s ways of life should become an essential ingredient in marketing. When combined with partnerships for collaborative innovation, this can be a powerful driver that propels Thai entrepreneurs’ brands onto the global stage. Even as technology rapidly advances, AI to the transition from 5G to 6G, what remains unchanged are the emotions, feelings, satisfaction, and lasting impressions that customers hold toward a brand. If Thai SMEs can integrate deep human understanding (human touch) and true people empathy with digital technology, market with precision, and create customer experiences that genuinely resonate, they will unlock the key to sustainable growth in the global market.”
Not Everything for Everyone: Thai SMEs Need a Clear Business Model Before Hitting Social Media
In an era where Thailand’s media industry is worth over 130 billion baht a year and rapidly shifting from traditional channels to digital platforms, entrepreneurs must realize that winning consumers’ hearts doesn’t start with buying ads. It begins with a clear business model and content that reflects the brand’s true essence. It’s time to move beyond the old 4P marketing playbook toward a “People-First 4P,” where human insight leads the way: 1. From Product to Performance — what value and impact your product delivers, not just what you sell; 2. From Price to Value — pricing that reflects true worth; 3. From Place to Accessibility & Convenience — making it easy and natural to buy; and 4. From Promotion to Empathetic Communication — promoting with understanding and authenticity, not just discounts and hype. For Thai SMEs in the digital age, the challenge is to “speak human” before spending on ads: start with a clear business model, ask the bigger Why before the What — what unique value and difference you offer, why customers should choose you, who you are really talking to, and what you are truly selling. Don’t try to be everything to everyone.
Nurturing New Talent with Compassion — Embracing Diversity and Empowering Thai SMEs
Oliver added that “People Development” is the most critical factor in driving Thai SMEs toward sustainable growth. Nurturing the next generation of talent means making them “feel valued”, not just shaping experts in hard skills or soft skills. Embracing diversity, empowering individuals, and creating a psychologically safe workplace allow people to experiment, learn, and grow. At the same time, leaders themselves must transform, shifting from “commanding” to “listening more and speaking less”, leading with compassion and integrity, understanding the differences and value each generation brings. This mindset fosters true collaboration, unlocks impact, and develops Power Skills, the real capabilities needed to drive innovation and propel Thai SMEs to keep pace with an ever-changing world.”
Converting Challenges into Strengths through “Collaborative Innovation”
“No one can be great at everything. SMEs must be clear about what they truly excel at and where they are not as strong, while finding the right partners to complement and strengthen them. When these forces come together through collaborative innovation, weaknesses that once held businesses back can be transformed into new strengths. This is the key to making Thai SME brands stronger, more powerful, and ready to shine on the global stage. At True Corporation, we are more than a telecommunications provider. We are a tech company committed to standing alongside Thai SMEs with services and solutions that empower entrepreneurs to meet challenges head-on, seize new business opportunities, and grow with purpose and sustainability,” Oliver concluded.