The document summarizes Liz Kamaruddin's keynote address about building sustainable brands through social cohesion. Some key points include: (1) sustainable brands create ongoing value and are strategic assets; (2) businesses' social behavior impacts trust which is critical; (3) stakeholders now demand engagement and proof over empty promises; and (4) PETRONAS has focused on social cohesion initiatives like public service ads on festivals to engage communities and bring Malaysians together.

1. 12 October 2015
1
Key Note Address
Liz Kamaruddin,
Senior General Manager, Group Strategic Communications
PETRONAS

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“A sustainable brand is a strategic asset that should
create ongoing value for the corporation”
David A. Aaker – Professor Emeritus, Haas School of Business, University of California at Berkley and
Vice-Chairman Prophet Brand Strategies; LEVERAGING THE CORPORATE BRAND.

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Businesses’ social and community behavior have become
critical trust parameters
Source: Edelman Trust Barometer 2015
“A company can take specific actions that both
increase profits and improve the economic and
social conditions in the community where it operates.”
81%
agree
Reasons Trust in
Business has Increased
Reasons Trust in Business
has Decreased
57%
Produces
Economic Growth
51%
Allows Me to be a
Productive Member
of Society
47%
Contributes to
Greater Good
53%
Fails to Contribute to
the Greater Good
39%
Lacks Economic
Growth
32%
Does Not Help Me
and My Family Live
a Fulfilling Life

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TRUST ME ENGAGE ME
WALK THE
TALK
SHOW ME
“The society that we live today has moved from an organization
that look at the stakeholder and say trust me to a dealing with the
stakeholders with the point of view of show me and engage me”

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“Environment and Social Responsibility is the new
currency for license to operate. It no longer can be
treated as an initiative, it is a compliance”
Expectation of social performance
obligation where brand operates
Rising scepticism about green-washing
and communication initiatives

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“Time has come where just any brand or even individuals
compete for the public’s attention in the changed media
space”
Before Social Media
THE SHAKEN, BLENDED AND BLURRED MEDIA PLATFORM
Brands competing with individuals for ‘share of voice’
and ‘share of eyeballs’
After Social Media

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Sustainable brands
need to address triple
bottom lines

9. Brands reside
in people’s head
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10. 10 most valued Malaysian corporate brands
Source: Statista.com
10
SINCE 1974
$9.48 Billion
SINCE 1965
$2.49 Billion
SINCE 1960
$2.43 Billion
ORIGINALLY
SINCE 1924
$1.96 Billion
SINCE 1955
$1.78 Billion
ORIGINALLY
SINCE 1910
$1.49 Billion
SINCE 1949
$1.40 Billion
SINCE 1993
$1.31 Billion
SINCE 1966
$1.06 Billion
ORIGINALLY
SINCE 1947
$0.62 Billion

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Social Cohesion

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Public Service Advertisements on festivals:
Start of ‘Social Cohesion’ journey

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Video
Our story…1996

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Video
Tan Hong Ming in love

16. Source: Deloitte Millennial Survey
16
Business takes strong leadership position
on wider social issues, Millennials less convinced on
“delivery” and motivations
52%
They take a
strong
leadership
position on
issues that
impact wider
society
61%
35%
They focus
on their own
agenda rather
than
considering
the wider
society
75%
23%
They show
stronger
leadership
than
governments
on important
social issues
61%
35%
Their leaders
are
committed to
helping to
improve
society
53%
44%
They behave
in an ethical
manner
52%
44%
Agree
Disagree

17. Story
telling
Story
participation
17
The new strategy

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PETRONAS created engagement opportunities
Street Art
#tanahairku
Crowd
Sourcing
Love Letter To
Malaysia

20. 29 October 2015
20
#tanahairku showcase
Video

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Consumer media landscape Platform ecosystem
Social Cohesion will be exciting and challenging for us
moving forward

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VIDEO COLLAGE
20 years of bringing Malaysian together