In an era where “Collaboration” is the key to success, communication is no longer just the exchange of information but the art of understanding that weaves together the hearts of people and partners, fostering shared values and sustainable connections. At the international conference organized by the United Nations Development Programme (UNDP), joined by representatives from over 23 countries worldwide, Khun Oliver Kittipong Veerataecha, Chief Brand & Media Officer of True Corporation Plc., shared his profound perspective in a session titled “Communicating Effectively and Positioning through Marketing and Advocacy for Strategic Partnerships”. He reflected on how building a brand driven by the “heart” can truly serve as a powerful bridge connecting organizations across all sectors through meaningful collaboration.
One Meaningful Message Speaks Louder Than a Hundred Repetitions
In a world where consumers make over 35,000 decisions every day, if every brand speaks at once, it leads to “perceptual redundancy”, a blur of repeated noise that makes people stop hearing altogether. Khun Oliver explained, “Good communication isn’t about saying everything. It’s about saying one thing that matters, loud and clear.” This reflects the Outside-in Perspective, seeing from the listener’s point of view, not from what the organization wants to say. For True Corporation, which connects over 50 million people across Thailand, every message is crafted through the concept of “Communication by Design”, beginning with a deep understanding of people’s needs. Khun Oliver emphasized, “Marketing isn’t about saying the same thing 100 times; it’s about saying something meaningful 100 different ways until it touches people’s hearts and makes them want to share it.”
Rewriting the Rules of Modern Communication, When People = Media and Audience = Friends
Today, “Everyone” has a voice and a platform, making people the most powerful media of all. Effective communication is no longer about outposting or outspending others, but about “speaking to the heart” with honesty, simplicity, and humanity. When we truly understand what people think, believe, and hope to see in the world, they naturally become storytellers for the brand. The idea of “People are the Media” captures this power where consumers, influencers, employees, and everyday citizens drive the narrative in their own authentic ways. Combined with the concept “Audience Becomes Friends”, communication becomes more alive, meaningful, and heartfelt because audiences are no longer just listeners, but “teammates” who share the same values and want to create something good together.
Khun Oliver added, “In today’s world, advertising alone may only make people scroll past. But communication that invites people to take part in a mission to create shared value together makes them feel a sense of ownership with the brand. That’s the true difference that builds lasting relationships, beyond short-term campaigns. In a world growing ever more complex, this approach strengthens a brand’s ‘immunity’, enabling it to grow through trust and remain in people’s hearts for the long run.”
Redefining KPI — Keep People Informed × Finding Partners Sharing the Same Shared Value
Khun Oliver emphasized that true collaboration whether at the organizational or societal level must begin with communication that helps everyone understand and see the same picture, not just by placing logos side by side on a stage as a symbolic gesture.
“KPI isn’t just a Key Performance Indicator. It’s about “Keeping People Informed”, he said. When people receive clear, consistent, and easy-to-understand information, they feel connected and part of a shared purpose, ready to move forward in the same direction. Speaking about private-sector collaboration, Khun Oliver noted that “It’s time to move beyond “CSR” toward “Shared Value”. Every organization has its own area of focus. For True Corporation, a leading telecommunications and technology company connecting people across Thailand, one of its key missions is to empower Thai youth in the digital era, ensuring equitable and ethical access to learning, 5G, and AI technologies. True leverages its digital technology, online media channels, and nationwide True Shops as platforms to communicate positive stories, spark inspiration, drive real change, and foster sustainable social growth through genuine collaboration.”