karma marketing and the power of “enough”

Karma Marketing and Power of “Enough”

Sirikul Laukaikul@nuibrandbeingBrand Strategist & Sustainability Advisor

The Brandbeing Consultant Co., Ltd

SUFFICIENCY BRANDING : KARMA MARKETINGDr. Sirikul Nui Laukaikul

© 2016 ALL RIGHTS RESERVED

NUI SIRIKUL

NEVERENOUGH

NOTENOUGH


NUI SIRIKUL

ALL HAVEENOUGH


NUI SIRIKUL

Being a tiger is not important. The important thing for us is to have a Sufficiency Economy. A Sufficiency Economy means to have enough to support ourselves… It doesn’t have to be complete, not even half, perhaps just a quarter, then we can survive…

4 December 1997

SUFFICIENCY ECONOMY PHILOSOPHY

MODERATION


NUI SIRIKUL

The Buddha is also known as the Middle Path– where one neither lives too extravagantly

nor too frugally. Extravagance implies selfishness and hedonism. And frugality leads

to a short and useless life. In other words, Buddhism is about moderation.

MODERATIONis not just finding the midpoint between two opposing poles and opportunistically planting yourself there. Only people who know nothing about moderation would think it is so.


NUI SIRIKUL

MODERATIONThe man who makes everything that leads to happiness depends upon himself, and not upon other men, has adopted the very best plan for living happily. This is the man of moderation, the man of manly character and of wisdom. Plato © 2016 ALL RIGHTS RESERVED

NUI SIRIKUL

• Within reasonable limits; not to excess • Opinions and actions that are reasonable and not

extreme • The ability to exercise self-control while enforcing

one's willpower to resist certain situations a person puts themselves in too often

MODERATION


NUI SIRIKUL

BALANCED

CONTENTMENT

REASONABLENESS

MODERATION

SUFFICIENCY ECONOMY PHILOSOPHY

PRUDENCE

SUFFICIENCY

SHARING ECONOMYSUSTAINABILITY

(Self Actualization)

(Self Immunity)(Self Rationalization)


NUI SIRIKUL


INDIVIDUAL

COMMUNITY/FIRMNATION/WORLD

CONTENTMENTSELF RELIANCE

SHARING ECONOMYINCLUSIVENESS

SUSTAINABILITYSUSTAINABLE DEVELOPMENT


NUI SIRIKUL


NUI SIRIKUL

HOW THIS RELATES TO

BUSINESS& BRAND

PEOPLE

PROFIT

PLANET

COMPETITIVENESS

SUSTAINABILITY

•OPERATIONAL EXCELLENCE• TQM / PRODUCTIVITY•SIX SIGMA / KAIZEN•COST LEADERSHIP•DIFFERENTIATION

•CUSTOMER INTIMACY•MANY MORE

•CSR•CSV�

•MARKETING 3.0•KARMA MARKETING

SUFFICIENCY�ECONOMY�PHILOSOPHY


NUI SIRIKUL

SEP AS A MINDSET

SOCIAL VALUES

BALANCED

REASONABLENESS

MODERATION

PRUDENCE

SUFFICIENCY

(Business Assessment)

(Risk Management)(Justification)

LEARNING ORGANIZATION

CORPORATEGOVERNANCE

RESPONSIBLE

SEP AS A FRAMEWORK FOR SUSTAINABLE BRANDING

“ADMIRED BRAND”

BRAND DNA / BRAND VALUES

STRATEGIC BRANDING

BRAND ADVOCACY


NUI SIRIKUL“KARMA MARKETING”

KARMA =

LAW OF CONSEQUENCES “CAUSE & EFFECT”


NUI SIRIKUL

BAD KARMA(BAD) KARMA

GREED DISSATISFACTION REVENGE ANGER

IGNORANCE BAD BEHAVIOR


NUI SIRIKUL


NUI SIRIKUL

KARMA MARKETING

Marketing is nothing but a tool !Don’t blame it.

ACTIVATE YOUR MARKETING PURPOSE.Learn how to put it in good use


NUI SIRIKUL

BAD KARMA MARKETINGGOOD KARMA MARKETING

GREED DISSATISFACTION REVENGE ANGER

IGNORANCE BAD BEHAVIOR

SHARING SATISFACTION KINDNESS FORGIVENESS

KNOWING GOOD BEHAVIOR


NUI SIRIKUL

KARMA MARKETING


NUI SIRIKUL

BE MINDFULBE RESPONSIBLE

BEWARE !

‘MODERATION’

WHO CAN JUSTIFY IT

?

‘SUFFICIENCY’


NUI SIRIKUL

GIVE MOREGREED LESS


NUI SIRIKUL

Royal Speech 4 December 1998

If one is moderate in�one’s desires, one will have less�craving.If one has less craving, one will take less advantage of others.

“Royal Speech 4 December 1998

If one is moderate in�one’s desires, one will have less�craving.If one has less craving, one will take less advantage of others.

“

THE REAL PURPOSE OF BRANDS IS TO GIVE … VALUES

Dr. Sirikul Nui Laukaikul