When ‘good enough’ is really not good enoughBy Cheryl Yvonne Achu
NOW is not the time for the small- and medium-sized enterprises (SMEs) to be content with what they have achieved as today’s business environment has become more competitive.
SMEs must scale up and not remain small or medium-sized or they could succumb to pressures from bigger players in the industry.
BrandLaureate president Dr K.K. Johan said SMEs should not maintain their status quo position and rest on their laurels.
He said in the 21st century, Malaysian enterprises should have the vision to become global champions and must strive to achieve it.
“If you do not make this leap, you will forever be a ‘jaguh kampong’,” he stressed.
Speaking at the BrandLaureate SMEs BestBrands Awards 2011 last Friday, Johan said local SMEs must find ways to differentiate themselves from their competitors.
“It is not enough to be just good; we need to create a phenomenon that arrest people’s attention, create something that is out of the common, something that stir people’s imagination — to want and be part of the phenomenon.”
He said for brands to be successful, they must be supported by four fundamentals of branding, or the 4S, which are structure, strategy, synergy and strength.
“With these four pillars in place, you will not only be a winnable brand but a brand phenomenon.”
Johan also urged SMEs to take their brand to the next great level and beyond.
At the awards ceremony, Takaful Ikhlas Sdn Bhd walked away with three awards, namely the Brand of the Year, Product Branding — Best Brands in Medical Plan (won by its medical insurance, IMAT) and the BrandLaureate SMEs CEO of the Year Award 2011 (won by its president and chief executive officer Datuk Syed Moheeb Syed Kamarulzaman).
Founder and chairman of Ramly Food Processing Sdn Bhd, Datuk Ramly Mokni, bagged The BrandLaureate Tun Dr Mahathir Mohamad SMEs Man of the Year award, while former director-general of the Malaysian Investment Development Authority and now chairman of PKT Logistics Group Sdn Bhd, Datuk Jalilah Baba, won the BrandLaureate Tun Dr Siti Hasmah SMEs Woman of the Year award.
The BrandLaureate SMEs Entrepreneur of the Year Award went to Datuk Michael Tio of PKT Logistics.
The BrandLaureate SMEs BestBrands Awards are in line with the government’s objective of globalising local brands.
The awards are to honour brand excellence among the SMEs in Malaysia.
Themed “Brand Phenomenon”, the 2011 awards dinner was attended by 1,000 guests from the SME sector, corporate captains and personalities.
It was organised by the Asia Pacific Brands Foundation (APBF), the world’s only branding foundation.
APBF is a non-profit organisation dedicated to the promotion and improvement of branding standards in Malaysia and the Asia-Pacific.