“I was sitting and thinking a lot. Because it seems like we are deflecting the compass of the office And what we’ve been doing over 12 years “
During COVID-19 Many businesses have been in a crisis. Eklak Karnsorn BrandThink’s founder and advertising director, Producer House DIR4, spent that time pondering. How he will lead businesses, organizations and employees through the swift and unexpected waves of change.
- Twelve years earlier (2009), in an era of booming TV commercials and agencies, he founded DIR4, a new production house featured in Craft Visual Production with a focus on detail ‘every tablet. ‘In the picture to answer the question of communication that is precise and beautiful.
- 4 years earlier (2017) in the age when online content just spawned And there is no media that focuses on communicating with animation He launched a new project, BrandThink, an online media platform that offers Craft Visual Video content.
As the leader or rigged of the organization Digital disruption four years ago shook many businesses. One of them is an ‘intermediary’ business like an advertising agency. As a production house that is the downstream of the commercial industry. Every production house has been affected all over the place. Because customers who refer to various brands Reduce and migrate advertising budgets to new suppliers. Or even set up a ‘inner team’ to produce some of their own work.
At that time, the same business as DIR4 was running normally with a different visual ‘point of sale’, while BrandThink from its negative first year was gradually generating more revenue and eye-catching over the last few years. Until the birth of COVID-19 Ekachai took the company through that time. Without laying out even one employee And he knows that from now on, nothing will be the same.
Aeklak made another big decision. He reshaped the organization and created a business model with new ideas. All divisions of DIR4 and BrandThink are collapsed under the BrandThink Corp. umbrella with the same goals, beliefs and dreams.
Is to be a complete communication and media production company Which aims to create society with the aim of being Visual Media for Social Impact under the concept of “Create a Better Tomorrow”
Ekluck believes that This is the future of business and content under a new platform called End-to-End Content Marketing
5 Business Units raise the level of content from Story-Telling to Story-Doing too. End-to-End Content Marketing
Today, BrandThink is a communications company comprised of 5 Business Units (Business Units) covering all dimensions of End-to-End Content Marketing to meet the needs of customers on all production scales under the concept of “Create a Better Tomorrow “
Eklakon believes that all 5 Business Units will elevate content from Story-Telling to ‘Story-Doing’ to create communication that transmits happiness. Think and drive society in a concrete way
1.CONTENT
Most people see BrandThink in this unit the most clearly. Through various platforms Whether the website, Facebook, YouTube, Instagram, Twitter, the content of BrandThink offers various stories. Under the faith ‘small people doing good thing, small step for tomorrow’ For believing in the power of the little ones In various aspects From social issues Interesting people, politics, pop culture, food, psychology and lifestyle. And presented in a variety of formats – including videos, stills, podcasts, and articles – that currently reaches more than 3-5 million people per month of BrandThink content.
2.CAMPAIGN
If content is communication, Campaign is the key ingredient to powerful communication. Because communication in an era where everyone has media in hand Powerful communication can take place. When people who believe in the same thing send the message
Under the BrandThink Campaign Unit there are 3 main gear teeth:
In addition to the storyteller (Content Creator) in the organization, BrandThink believes that in a large world There is still a wide variety of talented people and knowledge spread across different locations, so BrandThink created a platform to engage and unite them. To join hands, create and drive a better world together
One good content Well, it’s probably a viral to have people talk about for a week. Before drowning into the ocean of content The concept of End-to-End Communication. Focusing on communication dimensions to drive society (Social Campaign) is continuous communication through planning and thinking all around. Under clear goals and results (Betterment Index) to create content and communication styles that can create real impact on society.
Communication in the online world is meaningless. If nothing has changed in the real world, Co-Thinking Space is the creation of complete communication equations. By bringing together people with the same beliefs and goals Through discussion activities Brainstorming activity to solve problems To lead to mutual change in the real world
3.COMMUNICATION
In this age, brands want to communicate The question is what should be communicated? And how to communicate directly From experience working in advertising that must support brand communication in various industries, BrandThink has expanded into BrandThink House Units for production, production and end-to-end service communications on all scales
“In the past, when we opened our company for the first eight years (this year enters the 12th year), we have always worked with Big Brand customers regardless of production. And large-scale co-productions with foreign customers. ” Advertising is one of the jobs BrandThink recognizes and recognizes. Therefore extending communication from advertising media production in various scales TVC – Digital Flim – Documentary – Online Content to a comprehensive marketing communication with visual strength through End-to-End Content Marketing communication.
4.CINEMA
BrandThink CINEMA was born out of our love of movies. We think that in Thailand there is still no center area for movie lovers to be able to communicate, communicate, exchange with each other. In the future, this area will be like a community that allows movie makers, people to watch, and various organizations or brands. Have come to exchange, talk, meet and work together
In addition to being a community, BrandThink CINEMA is also a film, series and documentary production studio dedicated to bringing issues that drive society better (Social Driven) under the name BRANDT Pictures. Horror Sunset (AFTER DARK) WeTV Original’s big project of the year 2020 and this love series will be improvised (Groovin’On) currently airing on POPS Application, as well as a number of Craft Visual-focused documentaries. Projected on the BrandThink platform
5.COMMERCE
Immediately transform content into sales with Commerce that will create a real-time Content Marketing experience on the BrandThink platform with the idea of being Social commerce with no GP for small business that selects products with three elements: Creative. / Craft / Betterment
“We want to create an online selected shop that is a source of products with a good idea and purpose of making the product. To drive society better in one way or another, “said Eklak
“And here are 5 of BrandThink’s businesses that we are working on.”
Visual Expert because it believes that ‘visuals’ is powerful.
Today’s image of BrandThink is not based on any business book. But from little by little action on what you believe Similar to connecting each piece of the puzzle until it becomes a big picture.
“Than we got to this point We are interested in film, visual, film and advertising. (Advertising) that is high-craft At that time, the production house in the industry was a big master. So we decided to open DIR4, a new production house that makes a difference with Craft Visual Production. We are interested in the details of the lighting, shadows and details because we have passion in this regard. Therefore, most of our calling jobs are Visual Base-focused, such as cosmetic, telecomunication, real estate, and visual-focused brands.
“Now, when we move to doing online content We feel that the content world is another challenge. Because it is a world that communicates with many people We want to create a wave of change. To create some effect “
For the identity, ‘image’ is a powerful medium. And from ten years of deep Visual experience He and his team believe that visual storytelling is what they love, passionate, and a skill that they can do right at hand.
If one picture represents a thousand words The question is, what images should we communicate with that? BrandThink is trying to answer this question. With through various works in the past
Create a better ‘conversion’ answers to your business and future life.
The good social communication BrandThink is focusing on sounds beautiful, but ‘dreamy’ and hard in the real world. But Ek-Lakh said that for him this is an interesting new direction in both business and future communications.
“We are moving in a direction where the marketing language is called Creating Shared Value, or CSV. We want to create a better conversion for brands, unlike CSR that is a branding communication style. But doing business and creating good things for society at the same time “
On the day when the online world is open to falsehoods. Consumers are skeptical of the brand’s advertisement that says ‘My products are good’ anymore. Everyone is looking for a brand that has a brand purpose that isn’t just talking. But have to stand firm and make what is said to happen
The brands that dominate the minds of consumers today are brands with a brand purpose, but how many brands can communicate and do this so that it touches and captures people? As a communication worker over half his life Ekluck pondered and defied this problem as a communication through 5 Business Units of BrandThink Corp. that will meet the needs of brands in communicating the brand purpose to be true and tangible.
“I can’t deny that Now we are in the capitalist world. We live in a normal commercial world. We are not a beautiful world Will do branding, do CSR or do whatever But we can do things that we trade too. And then it is beneficial to the viewer or society This is a directory that I find interesting. “
Create a Better Tomorrow concept, which is the new direction of BrandThink. Before choosing to use this sentence He thought for a long time
“Many people may ask the question Why is this a directory? During COVID, when we’re going to use the word Create a Better Tomorrow, I sit and think a lot. Because it’s like we’re deflecting the compass of what we’ve been doing for the past 12 years in a new direction. Which this direction is not just about passion But have to look at many dimensions Because I, as a bowhead This change of directory Are we going to bring everyone into the abyss or not? Will the work here really survive? Is there a demand in the market? Not just looking, we only have passion. We are only happy The important question is, can we stay?
“Answer to myself, there is one thing I am quite convinced of is whether our company, BrandThink, or ourselves. Rather, it is a company that understands the trade (commercial) and art (art) quite perfect combination in the past. We work quite a few documentaries. With the belief that documentary work is a communication that reaches more people”
In the past, BrandThink has been entrusted with CSV communication work from major brands in the government sector such as the BAAC in the ‘Returning Happiness to the Community’ campaign and private sectors such as Sansiri, Tree Story and WP campaigns. Beside You, whose goal is to drive business while creating value for society.
“Since we started to change directions here I think we meet clients and work that they want to do nice. Something more social … All that. All for this word, Create a Better Tomorrow. “
Aiming to create Good Vibe Media in the content world.
Eklakon described the origin and determination of this new creation. “I believe that everyone is not one hundred percent good. And there is no one hundred percent bad, everyone has a bright side, everyone has a dark side, so this word (Create a Better Tomorrow) that we have come up with. We are not letting everyone take their eyes from the truth. But we would like to invite everyone to turn to the bright side to meet, especially in the world of communication. Today, the online world is full of hate speech. We want to communicate. Where everyone communicates with a good purpose So open to different ideas, for nothing, to be a good vibe, to wake up every morning Turn on your phone and find something that gives you the power to continue living.
“Our world today is the Power of Media, the most powerful media in history. In the past, we only communicated with our small group of people or communities, but today we all use social media. We are connected to the world. Just turn on the phone We can see what the people of the world are thinking. If we turn on the mobile phone and only come across a world full of hate speech, consciously or unconsciously, These things will settle in our heads and they will gradually shape us into that kind of person. Think about when you are with a group of friends chatting and gossiping about things around you. At first, we weren’t like that. But sat for a while We will become people like that. This is the world of media making today.
“So what does BrandThink want to do? We want to do a space where at least it’s a world where it’s okay. If it is an advertisement It must be an advertisement that has a new dimension to communicate, reach more insight, and increase the passion of Film Maker.
“Today, we aim to be a Leading Visual Media Company with the power to transform people and society for the better. Through content and communication in various dimensions that we do
“For me, this is an uneasy goal. But it is a challenge And we want to focus on reaching, “Ekluck concluded.
